Email marketing retains its status as one of the most favored digital marketing avenues worldwide. Over 80% of industry experts incorporated email newsletters into their marketing strategies while utilizing diverse metrics to assess campaign performance in 2022, according to Statista.
The financial services sector achieved the highest click-to-open rate (CTOR) for marketing emails globally in 2022, closely followed by the publishing industry. The rate of email unsubscribes across various countries remained below one percent that year. Furthermore, more than 60% of marketers reported an increase in open rates for their email campaigns in 2022, demonstrating the sustained growth of this digital channel.
Knowledge of email marketing benchmarks empowers businesses to set, assess, and adjust their email marketing goals and strategies. It enables them to remain competitive, improve campaign performance, and drive business growth through effective and data-driven email marketing efforts.
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Email marketing benchmarks by countries
Email marketing is a powerful tool at the forefront of digital marketing strategies. But success in this arena isn’t one-size-fits-all. Each industry has unique challenges, audience preferences, and benchmarks to meet.
Different countries have unique cultural norms and preferences. Understanding benchmarks by countries helps you create culturally relevant content and messaging that resonates with local audiences.
As industry benchmarks guide goal setting, country-specific benchmarks enable you to set localized, realistic targets for your email marketing campaigns. In addition, recognizing the email engagement norms in different countries allows you to tailor your goals accordingly.
| Country | Open rate | Click-through rate | Click to open rate | Unsubscribe rate | Spam rate | Bounce rate |
|---|---|---|---|---|---|---|
 Australia | 38.88% | 2.04% | 5.24% | 0.16% | 0.01% | 2.39% |
 Belgium | 34.66% | 4.5% | 12.98% | 0.28% | 0.01% | 1.99% |
 Brazil | 18.02% | 0.94% | 5.21% | 0.09% | 0.01% | 3.41% |
 Canada | 36.84% | 7.41% | 20.12% | 0.12% | 0% | 2.96% |
 Colombia | 26.21% | 1.27% | 4.85% | 0.1% | 0% | 2.53% |
 France | 40.27% | 1.91% | 4.74% | 0.17% | 0.01% | 2.01% |
 Germany | 34.56% | 4.18% | 12.11% | 0.18% | 0.01% | 1.77% |
 Great Britain | 27.59% | 1.84% | 6.65% | 0.12% | 0% | 2.13% |
 India | 16.76% | 1.64% | 9.82% | 0.06% | 0% | 1.99% |
 Indonesia | 14.69% | 0.83% | 5.66% | 0.06% | 0% | 3.67% |
 Israel | 24.63% | 2.26% | 9.16% | 0.09% | 0% | 0.86% |
 Italy | 31.86% | 2.05% | 6.43% | 0.13% | 0.01% | 2.07% |
 Malaysia | 18.78% | 0.64% | 3.41% | 0.07% | 0% | 1.02% |
 Mexico | 23.09% | 1.19% | 5.15% | 0.06% | 0.01% | 2.44% |
 Netherlands | 45.68% | 3.61% | 7.9% | 0.28% | 0.01% | 2.45% |
 Peru | 19.42% | 0.8% | 4.1% | 0.07% | 0% | 5.32% |
 Philippines | 35.44% | 1.97% | 5.55% | 0.09% | 0% | 1.92% |
 Poland | 30.93% | 3.22% | 10.41% | 0.13% | 0.01% | 1.73% |
 Romania | 20.67% | 1.43% | 6.94% | 0.1% | 0% | 1.59% |
 Russia | 25.4% | 2.26% | 8.91% | 0.23% | 0.02% | 2.65% |
 Singapore | 16.03% | 1.04% | 6.49% | 0.05% | 0% | 1.52% |
 Spain | 23.21% | 1.38% | 5.94% | 0.08% | 0% | 3.75% |
 Ukraine | 18.89% | 1.81% | 9.56% | 0.12% | 0% | 0.51% |
 United States | 30.74% | 2.68% | 8.72% | 0.08% | 0% | 5.18% |
 Vietnam | 24.58% | 0.84% | 3.43% | 0.04% | 0% | 0.8% |
| All | 27.11% | 2.15% | 7.58% | 0.12% | 0.01% | 2.35% |
Email marketing benchmarks by industries
Staying informed about industry-specific benchmarks is a strategic way to navigate the competitive world of digital marketing.
| Industry | Open rate | Click-through rate | Click to open rate | Unsubscribe rate | Spam rate | Bounce rate |
|---|---|---|---|---|---|---|
| Agencies | 31.12% | 2.3% | 7.4% | 0.15% | 0.01% | 2.79% |
| Arts & Entertainment | 37.41% | 2.69% | 7.2% | 0.14% | 0% | 2.57% |
| Automotive | 33.81% | 2.54% | 7.52% | 0.15% | 0.01% | 3.28% |
| Communications | 48.8% | 5.77% | 11.83% | 0.07% | 0% | 2.75% |
| Education | 28.17% | 2.09% | 7.41% | 0.12% | 0.01% | 2.19% |
| Financial Services | 26.5% | 4.42% | 16.68% | 0.09% | 0.01% | 1.89% |
| Health & Beauty | 27.73% | 1.78% | 6.41% | 0.12% | 0.01% | 2.99% |
| Health Care | 30.85% | 1.72% | 5.57% | 0.16% | 0.01% | 2.65% |
| Internet Marketing | 21.9% | 1.68% | 7.66% | 0.11% | 0% | 2.78% |
| Legal services | 32.42% | 3.16% | 9.75% | 0.12% | 0% | 2.82% |
| Non-profits | 39.71% | 3.18% | 8.01% | 0.09% | 0% | 2.19% |
| Publishing | 37.51% | 5.43% | 14.47% | 0.1% | 0.01% | 3.37% |
| Real Estate | 37.23% | 2.17% | 5.84% | 0.12% | 0% | 2.06% |
| Restaurants & Food | 35.34% | 2.28% | 6.44% | 0.17% | 0.01% | 2.46% |
| Retail | 31.64% | 1.95% | 6.15% | 0.11% | 0% | 3.76% |
| Sports and Activities | 32.62% | 2.7% | 8.29% | 0.11% | 0% | 2.8% |
| Technology & High Tech | 33.92% | 3.99% | 11.77% | 0.12% | 0.01% | 2.38% |
| Travel | 29.09% | 2.24% | 7.69% | 0.1% | 0% | 6.83% |
| All | 33.1% | 2.89% | 8.67% | 0.12% | 0.01% | 2.92% |
Businesses need to understand these industry-specific differences and use them as a benchmark reference to tailor their email marketing strategies effectively. While benchmarks offer valuable insights, individual circumstances and goals should always guide email marketing campaigns.
Automation is pivotal
Marketing automation has evolved into an indispensable tool for email marketers. By employing various systems and software, marketing professionals can streamline operations, gather and analyze user data, deliver timely and relevant emails, and ultimately enhance campaign efficacy. In early 2023, email emerged as the channel most reliant on marketing automation, with 63 percent of surveyed professionals favoring it over content and social media management.
Best workflows from different industries to automate your marketing in a few clicks.
Conclusion
In the world of email marketing, understanding these benchmarks is key to success. Email marketing is an evolving field, and these benchmarks provide a roadmap for navigating its complexities. To sum up, by consistently tracking and improving these metrics, you can refine your strategies and ensure your email marketing campaigns are not only effective but also valuable to your audience.
At SmartSender.io, we believe that email marketing is not a standardized solution. The benchmarks you aim to achieve should align with your industry, target audience, and campaign goals. Continuously monitoring and optimizing your email marketing efforts is a dynamic process that can help you stand out in the competitive world of digital marketing.
