Email Marketing Statistics

What are the email marketing statistics, email engagement rates for small to medium businesses?

Email Marketing rates can vary widely depending on factors such as industry, audience demographics, email content, and the effectiveness of your email marketing strategies. However, here are some general benchmarks for email engagement rates that small to medium businesses (SMBs) may aim for:

1. Open Rate: The percentage of recipients who open your email.
– Average open rates for SMBs typically range from 15% to 25%.
– High-performing campaigns may achieve open rates above 25%, while lower-performing ones may fall below 15%.

2. Click-Through Rate (CTR): The percentage of recipients who click on a link or call-to-action (CTA) within your email.
– Average click-through rates for SMBs typically range from 2% to 5%.
– Exceptional campaigns may achieve click-through rates above 5%, while lower-performing ones may fall below 2%.

3. Conversion Rate: The percentage of recipients who complete a desired action, such as making a purchase or filling out a form, after clicking on a link or CTA in your email.
– Average conversion rates for SMBs can vary widely depending on the specific goals of the email campaign (e.g., sales conversions, lead generation).
– Conversion rates may range from 1% to 10% or more, depending on factors such as the quality of your email content, the relevance of your offer, and the effectiveness of your landing page.

4. Bounce Rate: The percentage of emails that are undeliverable due to invalid email addresses or other delivery issues.
– A bounce rate of less than 2% is generally considered acceptable for most email campaigns. Higher bounce rates may indicate issues with your email list quality or delivery practices.

5. Unsubscribe Rate: The percentage of recipients who unsubscribe from your email list after receiving your email.
– Average unsubscribe rates for SMBs typically range from 0.1% to 0.5% per email sent.
– Lower unsubscribe rates indicate that your email content and frequency are resonating well with your audience, while higher unsubscribe rates may suggest that adjustments are needed.

It’s important to note that these benchmarks are just general guidelines, and actual email engagement rates can vary significantly based on your specific industry, audience segments, and campaign objectives. Additionally, regular testing, optimization, and audience segmentation are key strategies for improving email engagement rates over time.

Contact Contact Email Marketing statistics

The most recent report of email marketing statistics from the 28th Dec 2017 is the Constant Contact Average Email open and clickthrough rates by industry

Each email marketing tool has its own specific data. They vary between themselves. Look at the Mailchimp data – quite huge differences between industries.

Business Type	Open Rate (Total)	Mobile Open Rate	Tablet Open Rate	Desktop Open Rate	Click-Through Rate	Bounce Rate	Unsubscribe Rate
Accommodations (ex. hotel, inn, B&B, camp grounds)	16.88%	64.18%	19.64%	44.15%	6.17%	9.08%	0.02%
Accountant	13.14%	59.11%	16.55%	73.24%	8.56%	9.13%	0.01%
Animal Services	15.95%	64.24%	16.90%	42.90%	7.41%	6.03%	0.02%
Art, Culture, Entertainment (ex. galleries, museums, musicians, theatre, film, crafts)	16.21%	54.76%	17.05%	45.53%	6.41%	7.26%	0.01%
Automotive Services	13.56%	64.65%	14.14%	42.87%	8.08%	8.48%	0.03%
Child Care Services	18.68%	84.52%	7.57%	35.41%	5.79%	7.96%	0.01%
Civic/Social Membership (ex. associations, chambers, clubs)	23.23%	60.48%	14.17%	71.97%	7.91%	9.48%	0.01%
Consultant, Training (ex. marketing, management)	13.93%	53.18%	9.47%	69.89%	7.19%	11.58%	0.01%
Education – Primary/Secondary (ex. elementary, middle, and high schools)	23.05%	69.21%	10.64%	49.95%	7.83%	8.48%	0.01%
Education – Higher Education (ex. colleges, universities, trade schools)	18.35%	63.57%	10.85%	48.74%	7.72%	8.56%	0.01%
Financial Advisor	17.08%	57.86%	14.01%	59.48%	7.11%	11.41%	0.02%
Fitness Center, Sports, Recreation (ex. yoga studio, bowling alley, gym)	15.72%	67.84%	13.79%	35.25%	5.60%	10.03%	0.01%
Fitness/Nutritional Services (ex. personal trainer, wellness coach)	14.20%	71.66%	11.96%	33.94%	6.86%	6.93%	0.02%
Government Agency or Services	22.51%	65.58%	14.22%	73.59%	9.14%	10.05%	0.01%
Health & Social Services (ex. hospital, elder care, adoption services)	19.18%	59.02%	14.53%	71.26%	6.69%	10.20%	0.02%
Health Professional (ex. physician, dentist, chiropractor)	16.94%	63.14%	14.47%	51.29%	6.23%	10.18%	0.03%
Home & Building Services (ex. construction, HVAC, landscaping, design)	19.66%	56.00%	15.36%	59.84%	5.72%	10.87%	0.04%
Insurance	15.10%	52.55%	9.15%	84.43%	6.86%	7.63%	0.02%
Legal Services	20.61%	57.42%	9.19%	71.66%	6.80%	12.42%	0.02%
Manufacturing and Distribution	14.87%	47.65%	11.57%	71.21%	7.85%	11.90%	0.01%
Marketing, Advertising, Public Relations	10.36%	51.25%	10.38%	51.34%	5.98%	9.17%	0.01%
Other	22.50%	53.79%	15.42%	45.24%	4.69%	8.61%	0.01%
Other – Non-profit	19.71%	59.52%	15.76%	57.46%	6.86%	9.68%	0.02%
Personal Services (ex. dry cleaning, photography, housekeeping)	17.62%	59.78%	13.85%	48.66%	6.30%	9.59%	0.02%
Professional Services	17.40%	57.61%	12.02%	63.66%	7.39%	10.72%	0.02%
Publishing	14.87%	54.17%	15.80%	52.80%	12.84%	8.99%	0.01%
Real Estate	15.99%	54.14%	9.80%	55.80%	6.32%	11.89%	0.02%
Religious Organization	25.62%	71.11%	20.36%	47.80%	6.69%	7.98%	0.01%
Restaurant, Bar, Cafe, Caterer	15.66%	59.11%	17.30%	39.16%	4.22%	10.22%	0.02%
Retail (ex. brick and mortar and online)	11.51%	56.23%	19.62%	34.36%	6.70%	6.76%	0.01%
Salon, Spa, Barber (ex. nails, tanning)	13.42%	66.08%	13.81%	28.13%	3.69%	13.50%	0.01%
Technology (ex. web developer)	13.03%	43.83%	6.82%	75.20%	5.85%	11.56%	0.01%
Transportation	17.80%	64.67%	13.46%	63.32%	14.56%	10.47%	0.02%
Travel and Tourism (ex. limo driver, tour guide, reservations)	14.67%	50.50%	19.87%	53.36%	6.69%	11.22%	0.02%
Unknown	12.66%	60.79%	14.68%	49.64%	7.96%	9.82%	0.01%

Mailchimp Email Marketing Statistics

Mailchimp has monthly updates of their Email benchmark stats which give a great source of comparing email response by industry. This Email marketing statistics were last updated on 1st February 2017 (there are available December 2023 email engagement rates).

Open	Open rate (%)	Clickthrough rate (%)	Soft Bounce	Hard Bounce	Abuse	Unsub
Agriculture and Food Services	24.71%	2.98%	0.58%	0.43%	0.02%	0.29%
Architecture and Construction	24.78%	2.90%	1.50%	1.08%	0.03%	0.36%
Arts and Artists	27.23%	2.85%	0.61%	0.44%	0.02%	0.29%
Beauty and Personal Care	18.48%	1.96%	0.38%	0.38%	0.03%	0.32%
Business and Finance	20.97%	2.73%	0.66%	0.55%	0.02%	0.23%
Computers and Electronics	20.87%	2.16%	1.02%	0.70%	0.02%	0.31%
Construction	22.10%	1.95%	1.56%	1.20%	0.04%	0.43%
Consulting	19.54%	2.26%	0.92%	0.71%	0.02%	0.29%
Creative Services/Agency	22.41%	2.61%	1.09%	0.89%	0.02%	0.38%
Daily Deals/E-Coupons	15.22%	2.39%	0.10%	0.07%	0.01%	0.10%
E-commerce	16.75%	2.32%	0.30%	0.24%	0.02%	0.23%
Education and Training	22.00%	2.63%	0.55%	0.46%	0.02%	0.20%
Entertainment and Events	21.21%	2.33%	0.49%	0.41%	0.02%	0.28%
Gambling	18.75%	3.35%	0.39%	0.46%	0.03%	0.17%
Games	20.82%	3.33%	0.44%	0.50%	0.02%	0.25%
Government	26.33%	3.62%	0.48%	0.39%	0.01%	0.13%
Health and Fitness	21.93%	2.57%	0.43%	0.44%	0.03%	0.39%
Hobbies	28.46%	5.13%	0.31%	0.24%	0.02%	0.23%
Home and Garden	23.82%	3.47%	0.57%	0.40%	0.03%	0.37%
Insurance	21.56%	2.11%	0.76%	0.82%	0.03%	0.26%
Legal	22.49%	2.99%	0.76%	0.67%	0.02%	0.23%
Manufacturing	21.74%	2.33%	1.41%	0.99%	0.03%	0.36%
Marketing and Advertising	17.81%	1.92%	0.77%	0.61%	0.02%	0.28%
Media and Publishing	22.14%	4.70%	0.28%	0.18%	0.01%	0.12%
Medical, Dental, and Healthcare	22.43%	2.42%	0.72%	0.72%	0.03%	0.30%
Mobile	19.43%	2.10%	0.57%	0.63%	0.02%	0.36%
Music and Musicians	22.86%	2.84%	0.56%	0.42%	0.02%	0.29%
Non-Profit	24.98%	2.76%	0.49%	0.40%	0.02%	0.19%
Other	23.06%	2.81%	0.78%	0.60%	0.02%	0.28%
Pharmaceuticals	20.02%	2.51%	0.79%	0.74%	0.02%	0.22%
Photo and Video	25.36%	3.49%	0.71%	0.61%	0.02%	0.40%
Politics	22.23%	2.17%	0.42%	0.38%	0.03%	0.21%
Professional Services	20.89%	2.47%	0.92%	0.72%	0.02%	0.31%
Public Relations	20.12%	1.64%	0.80%	0.60%	0.01%	0.21%
Real Estate	20.84%	1.91%	0.61%	0.51%	0.03%	0.31%
Recruitment and Staffing	20.73%	2.18%	0.53%	0.60%	0.02%	0.32%
Religion	26.46%	3.11%	0.19%	0.17%	0.01%	0.13%
Restaurant	21.17%	1.25%	0.24%	0.22%	0.02%	0.26%
Restaurant and Venue	21.71%	1.33%	0.53%	0.45%	0.02%	0.42%
Retail	20.96%	2.50%	0.35%	0.30%	0.02%	0.28%
Social Networks and Online Communities	21.71%	3.33%	0.37%	0.29%	0.02%	0.23%
Software and Web App	20.95%	2.29%	1.06%	0.85%	0.02%	0.39%
Sports	25.41%	3.19%	0.46%	0.41%	0.02%	0.29%
Telecommunications	21.57%	2.43%	1.13%	0.92%	0.02%	0.27%
Travel and Transportation	20.69%	2.17%	0.65%	0.48%	0.02%	0.24%
Vitamin Supplements	17.26%	1.80%	0.28%	0.22%	0.03%	0.25%

Constant Constant and Mailchimp send billions of emails a month for more than 10 million users. This is probably the largest global sample of email marketing statistics that has been created.

What is the breakdown of market share for email clients on mobile and desktop?

Litmus, one of the best sources for Email Marketing Statistics 2017 regularly produce a summary of the email experience of different users – this is their start of 2018 round-up of the previous year.

This chart summarizing their research shows the rise of mobile email marketing to the point that nearly half of emails are opened on smartphones and tablets.

The top 10 most popular email clients as of December 2017 (Ranking compared to December 2016)

iPhone, 28% (+/- 0)
Gmail, 26% (+/- 0)
iPad, 11% (+/- 0)
Apple Mail, 7% (+ 1)
Outlook, 6% (+1)
Samsung Mail, 5% (NEW)
Outlook.com, 4% (+/- 0)
Google Android, 3% (- 4)
Yahoo! Mail, 2% (-1)
Windows Live Mail, 1% (+/- 0)
iPhone, Gmail, and iPad remained the top 3 email clients in 2017.
Only two percentage points separate Gmail from the most popular email client, Apple’s iPhone.
Combining Samsung Mail and other Android clients opens on Android account for 8% of market share or #4 in our top ten list.

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Email Marketing Statistics

Contact Contact Email Marketing statistics

Mailchimp Email Marketing Statistics

What is the breakdown of market share for email clients on mobile and desktop?

The top 10 most popular email clients as of December 2017 (Ranking compared to December 2016)

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Email Marketing Statistics

Contact Contact Email Marketing statistics

Mailchimp Email Marketing Statistics

What is the breakdown of market share for email clients on mobile and desktop?

The top 10 most popular email clients as of December 2017 (Ranking compared to December 2016)

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Digideo eCommerce CRM consulting

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