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The Big Email Marketing Industry Benchmark 2017

October 13, 2017

When it comes to optimizing your email marketing strategy, monitoring how your newsletters perform is absolutely crucial. Only high-performing newsletters will help to grow your business and drive sales. To keep an eye on this performance, Newsletter2Go’s email marketing software provides comprehensive reports for each and every campaign. You can check the open rates of each email, see how many newsletters bounced and also track which links your subscribers click on.

However, even with these figures to hand, it can be difficult to measure your success without a point of reference. This year, we have once again analyzed data from several hundred million email campaigns in order to provide you with a benchmark. To view the study in full, simply download the PDF.

What data did we analyze?

Our study is based on 627,093,742 email newsletters, sent between 20th September 2016 and 20th September 2017. We have compared the performance of all of these newsletters in order to determine the weighted average values for the open rate, click rate, unsubscribe rate, bounce rate and click-through rate. In addition to the cross-industry averages, we have also considered the weighted averages for each individual industry. You can access the full report for free – just download the PDF.

Email marketing industry benchmark 2017

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The results: Sneak preview

email marketing industry benchmark

This year, the cross-industry averages were as follows:

  • Unique open rate: 22%
  • Unique click rate: 3.14%
  • Unsubscribe rate: 0.49%
  • Bounce rate: 4.5%
  • Click-through rate: 14.46%

For a full analysis of these results, plus the results for each individual industry, download the report.

Conclusion: Successful email marketing is not just about sending newsletters. It’s about continuously optimizing your strategy in order to drive results. Tracking and analyzing the performance of your emails is therefore key. With smart reporting features, you can pull all the most important KPIs – such as open and click rates. Our industry benchmark study should also help you to gauge your success. Access the full report, including an ecommerce special: simply download the free PDF.

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