Email comparisons by industry

Email Marketing Benchmarks Guide by Industry

Explore the complete guide to email marketing benchmarks by industry, compare yours to industry standards, and learn how to improve your benchmarks

Industries everywhere are using email as a primary marketing channel, and why not? Not only is email incredibly effective, it also has an impressive return on investment. For every $1 spent, email marketing generates a $38 ROI.

Not only that, but it blows fan favorites like Facebook and Twitter out of the water. Email is 40 times more effective for customer acquisition than social media, giving you more reasons to use it as part of your marketing funnel.

However, not everyone will get such plentiful returns. You may have the best email marketing tools in the world, but the effectiveness of your email campaign still depends on you. You can’t just send a broken email and expect tons of interaction.

The performance of your email campaign will have a huge impact on the effectiveness of your marketing. You want to make sure you’re doing it right and that you’re not miles behind your competitors. It’s time to check the criteria.

This is what we’re going to cover

What are Email Marketing Benchmarks?

What are Email Marketing Benchmarks?

Email marketing metrics are your friends when you want to bring out the success of your email campaign. They’re metrics that show you all kinds of valuable information, from the percentage of subscribers that open your email to the number of undeliverable emails.

Think of benchmarks a bit like key performance indicators. Just like how call center KPIs help improve a call center performance, email benchmarks help improve your marketing performance.

Examining your own criteria is an important step towards improving the effectiveness of your marketing over time. Studying your industry benchmarks will give you an idea of ​​how well you stack up against your competitors.

If you’re falling behind, you know you need to add a healthy dose of refinement to your email marketing strategy.

Unlike customer feedback, benchmarks can’t lie and are absolutely bias-free. This makes them an incredibly reliable tool for creating the email marketing campaign of your dreams.

Email Marketing Benchmarks to Watch

Email Marketing Benchmarks to Watch

Now that you know what email marketing criteria are, you’re probably wondering what to watch. Here are the main metrics to watch out for. These apply to everyone, from clothing companies that sell t-shirts to software companies that provide the best video conferencing for small businesses.

  • Email Open Rate – Measures the percentage of people who open the email.

  • Email Click Rate – Measures the percentage of people who clicked on a link in the email out of the total number of people who opened the email.

  • Email Bounce Rate – Measures the percentage of your emails that were not successfully delivered.

  • Email Unsubscribe Rate – Measures the percentage of people who unsubscribe from receiving emails.

Email Marketing Benchmarks by Industry

Email Marketing Benchmarks by Industry

Before we dive into the nuances of each industry’s email marketing benchmarks, let’s take a look at the average benchmarks across all industries. Information taken from research by Mailchimp.

  • Average Open Rate: 21.33%
  • Average Click-through Rate: 2.62%
  • Average Definite Exit Rate: 0.4%
  • Average Soft Bounce Rate: 0.58%
  • Average Unsubscribe Rate: 0.26%

Electronics Industry Average Comparisons

The electronics industry is one of the largest industries in the world. The industry is divided into several sectors, the largest of which is e-commerce. Other sectors include nanotechnology and computer hardware.

  • Average Open Rate: 19.29%

  • Average Clickthrough Rate: 2.08%

  • Average Fixed Bounce Rate: 0.47%

  • Average Soft Bounce Rate: 0.79%

  • Average Unsubscribe Rate: 0.27%

Business and Finance Sector Average Comparisons

The business and finance industry includes many services that help brands succeed, such as marketing and consulting. The financial sector provides economic services such as banking, accounting and mutual funds.

  • Average Open Rate: 21.56%

  • Average Click-through Rate: 2.72%

  • Average Definite Exit Rate: 0.43%

  • Average Soft Bounce Rate: 0.55%

  • Average Unsubscribe Rate: 0.2%

Software Industry Average Comparisons

The software industry produces, maintains, and trades computer programs to businesses and organizations or to everyday consumers.

  • Average Open Rate: 21.29%

  • Average Click-through Rate: 2.45%

  • Average Fixed Bounce Rate: 0.65%

  • Average Soft Bounce Rate: 0.97%

  • Average Unsubscribe Rate: 0.37%

Media and Broadcasting Industry Average Comparisons

The media and publishing industry is a collection of organizations that produce and publish content. These include TV shows, movies, radio, music and more.

  • Average Open Rate: 22.15%

  • Average Clickthrough Rate: 4.62%

  • Average Fixed Bounce Rate: 0.14%

  • Average Soft Bounce Rate: 0.27%

  • Average Unsubscribe Rate: 0.12%

Telecom Industry Average Comparisons

The telecommunications industry provides both telephone and internet services.

  • Average Open Rate: 20.92%

  • Average Click-through Rate: 2.27%

  • Average Definite Exit Rate: 0.63%

  • Average Soft Bounce Rate: 0.87%

  • Average Unsubscribe Rate: 0.23%

Health and Fitness Industry Average Comparisons

The health and fitness industry provides goods and services to keep people healthy. This includes everything from medicines to hospitals to alternative medicine and fitness classes.

  • Average Open Rate: 21.48%

  • Average Clickthrough Rate: 2.69%

  • Average Fixed Bounce Rate: 0.3%

  • Average Soft Bounce Rate: 0.4%

  • Average Unsubscribe Rate: 0.4%

Retail Industry Average Comparisons

The retail industry sells goods and services to consumers for profit. Products include items that you can purchase in stores or online. Retail services include hair salons, entertainment venues and museums.

  • Average Open Rate: 18.39%

  • Average Click-through Rate: 2.25%

  • Average Fixed Bounce Rate: 0.22%

  • Average Soft Bounce Rate: 0.32%

  • Average Unsubscribe Rate: 0.25%

Education and Training Sector Average Comparisons

The education sector facilitates learning for people of all ages. This can be anything from e-learning to higher education institutions like universities.

  • Average Open Rate: 23.42%

  • Average Click-through Rate: 2.9%

  • Average Fixed Bounce Rate: 0.32%

  • Average Soft Bounce Rate: 0.51%

  • Average Unsubscribe Rate: 0.21%

How to Improve Your Benchmarks

How to Improve Your Benchmarks

If your company’s benchmarks aren’t keeping up with the industry average, it’s time to step up your email marketing game.

A great email marketing strategy requires much more than just studying the latest ecommerce trends. There are a few steps you can start taking today to truly achieve the benchmarks you want to see.

Change the Day You Email

The day of the week you choose to send your email will affect your participation. Not surprisingly, Sunday has the lowest open rates at 18.18%. People are enjoying their weekends without checking their inbox. Avoid emailing on the weekend if you want great interaction.

If you want the most bang for your buck, send your marketing emails on Friday. According to the same study, it has the best opening rates with an average of 20.58%.

Improve Your Subject Lines

Improving your subject lines is a surefire way to increase your open rates. One way to do this is to keep them short and easy to understand. Make sure to tailor your subject line to your target audience. If your subject line doesn’t resonate with them, they won’t open.

Personalize each email with the recipient’s name in the subject line for that magic touch. Any marketer serious about their customer engagement strategy should nail the subject lines.

Create Strong Customer Segments

Your customers are a diverse group. Their needs, wants, and experiences with your brand will be different. Identifying customer needs for each segment is a big step in the right direction.

Make sure you understand who your audience is and segment them. When you email each segment, you can be sure that they only receive the content that is most relevant to them. This will do wonders for your clickthrough rate.

Building strong customer segments will also help keep this unsubscribe rate low. The more your audience gets content about them, the less reason they have to jump ship.

Refine Your Call to Action

To get a great clickthrough rate, you’ll need a solid call-to-action. Make sure your copy is precise and clear so people can entice them to click on your links.

Remove Some Email Addresses

Want to increase your bounce rate? Stop sending emails to invalid addresses. Remove email addresses that have had a hard bounce and watch the bounce rate drop.

Get Email

Get Email

Email marketing generates an impressive return on investment, so you’ll want a share of the action. Perhaps you have discovered that your organization is doing well above industry averages. If this is you, it’s time to drop the party poppers and get straight to work doing what you’re doing.

If you’re falling behind, follow some of the steps above to improve your email benchmarks. It may be the best thing your organization has ever done.

If you’re new to email marketing and need some helpful tips and tricks to get ahead, that’s great! It’s time to grow your email list, explore the bulk email services out there, and start marketing your business. Whatever your business does, it’s time to get emails!

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