Email Marketing Benchmarks: Understanding Industry Metrics and Improving Performance

Recently, a client reached out to inquire about typical email open rates and click-through rates for their industry. They were concerned that their current metrics might not be competitive and wanted to understand how they compared to industry standards. I explained that these benchmarks can vary significantly depending on the sector and shared some average statistics. For example, open rates generally range from 17% to 28%, with the highest rates often seen in the education and financial services industries. Click-through rates, on the other hand, typically fall between 1.2% and 4.4%. I emphasized the importance of tailoring their strategy to their specific audience and offered suggestions on improving their email performance, such as optimizing subject lines and segmenting their email lists for better engagement.

To provide a better understanding, let’s delve into the specific benchmarks and examine how your email metrics compare. By analyzing key engagement metrics such as open rates, click-through rates (CTR), and click-to-open rates (CTOR), you can identify areas for improvement and implement best practices to enhance your email marketing performance.

Here are some guidelines.

1. Email Open Rate:
   • A good open rate for emails typically ranges between 17% and 28%, depending on the industry¹.
   • The average email open rate across all industries was 21.5% in 2021¹. However, specific industries may have higher or lower averages.
   • For instance, the real estate and finance industries tend to have the highest open rates, while the IT industry has the lowest².
2. Click-Through Rate (CTR):
   • A good click-through rate (CTR) should be between 2% and 5%, again depending on the industry¹.
   • The average email CTR across all industries was 2.3% in 2021¹.
   • Remember that CTR measures how many recipients clicked on a link or call-to-action within your email content¹.

Keep in mind that these benchmarks serve as starting points, and it’s essential to compare your metrics with industry averages specific to your niche. 

Learn more:

1. campaignmonitor.com
2. blog.hubspot.com
3. westfield-creative.com
4. constantcontact.com
5. forgedigitalmarketing.com
6. snov.io
7. woodpecker.co

In the healthcare niche, for example, good email open rates and click-through rates (CTR) can vary, but here are some benchmarks:

1. Email Open Rate:
   • A good open rate for healthcare emails typically falls within the range of 20% to 30%.
   • Aim for an open rate that exceeds the industry average of 21.5%.
2. Click-Through Rate (CTR):
   • A good CTR in healthcare emails is generally around 3% to 6%.
   • Strive for a CTR above the average of 2.3% across all industries.

Remember that these are general guidelines, and it’s essential to monitor your specific campaign metrics to assess performance accurately.

Optimal Timeframes for Measuring Email Metrics

For measuring email metrics like open rates and click-through rates, it’s common to analyze data within the first 24 to 48 hours after sending the email. This timeframe allows you to capture initial recipient interactions. However, keep in mind that some recipients may engage with the email later, so monitoring over a slightly longer period (e.g., up to 72 hours) can provide a more comprehensive view.