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).

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.