Email Marketing Benchmark 2022 – Open Rate Success

Email marketing is a digital marketing tool mostly used to retain existing customers. It is one of the most prominent marketing channels used by all kinds of businesses be it small enterprises or large multinational corporations. According to Oberlo, 9 out of every 10 marketers use email marketing to distribute content organically. This establishes that email marketing is a very useful marketing instrument but like any other instrument it is important to measure its performance in terms of effectiveness, impact, and overall marketing success. To measure the health of email marketing campaigns there are some set email marketing benchmarks. 

These benchmarks allow marketers to see how a specific email campaign is performing as compared to the standards of their individual industry. The email marketing benchmark breakdown covers industry averages for email open rates, average click-through rate, bounce rate, and unsubscribe rate. These email marketing campaign statistics will help businesses determine where they can focus their efforts when building their email marketing strategy for 2022.

Email Marketing Benchmarks by Industry

These are email marketing effectiveness statistics as determined by Campaign Monitor after analyzing over 100 billion emails sent globally between January and December 2020. This data will help you determine how your email marketing campaign is performing with respect to the averages in your field. The following sheet provides email marketing stats for18 industries. 

Industry Averages	Open Rate	Click-Through Rate	Click-To-Open Rate	Unsub
Advertising and Marketing Agencies	18.50%	2.30%	12.20%	0.20%
Agriculture, Forestry, Fishing, and Hunting	23.20%	4.00%	17.00%	0.10%
Consumer Packaged Goods	18.10%	2.40%	13.00%	0.20%
Education	24.90%	4.30%	17.30%	0.10%
Financial Services	24.80%	2.70%	10.60%	0.20%
Food & Beverages	15.20%	1.70%	11.30%	0.10%
Government & Politics	26.70%	6.00%	22.40%	0.10%
Healthcare Services	23.40%	3.70%	15.60%	0.30%
IT/ Tech/ Software Services	19.50%	2.80%	14.30%	0.20%
Logistics and Wholesale	22.70%	2.40%	10.60%	0.30%
Media, Entertainment & Publishing	20.80%	3.60%	17.50%	0.00%
Nonprofit	25.50%	4.10%	15.80%	0.20%
Other	17.80%	2.20%	12.30%	0.10%
Professional Services	18.30%	2.80%	15.20%	0.20%
Real Estate, Design, Construction Activities	19.70%	3.50%	17.70%	0.20%
Retail	12.60%	1.10%	8.50%	0.00%
Travel, Hospitality & Leisure	17.70%	2.00%	11.50%	0.20%
Wellness and Fitness	21.60%	2.80%	13.10%	0.40%
Total all industries averages	18.00%	2.60%	14.10%	0.10%

What is a Good Email Open Rate?

The success and effectiveness of your email marketing campaign depend on your open rate. Open rate is the percentage of subscribers who open the emails you send out against the total number of subscribers. Achieving a good open rate is amongst the most important email marketing campaign objectives. To do so the business needs to make sure the content that is being sent out is engaging. According to Campaign Monitor, the average email open rate should be between 15%-25% in order to classify an email marketing campaign as successful. 

Average Unsubscribe and Spam Rates – Updated 2021

The unsubscribe rate is used to measure the percentage of subscribers who opted out (unsubscribed) from your mailing list after you sent out an email marketing campaign. The unsubscribe rate indicates the ineffectiveness of an email campaign and affects email deliverability. If the unsubscribe rate is too high it will lead to negative consequences from email service providers. The average unsubscribe was 0.10% in 2021. 

As for the spam rate, it is the total number of people who reported your email as spam against the total number of emails you sent out. 

Key to Email Open Rate Success in 2022

Every business puts in resources when they launch an email marketing campaign. Therefore a significant number of subscribers must open that email. Here are a few tips that you can use to increase your email marketing open rate. 

• Make the subject line catchy

Make sure you have a subject line that stands out. It is one of the most important things to work on to make sure the subscribers open your email. You have to keep in mind some specific tips and words that you can use to intrigue the subscriber who would just be scrolling through his/her pile of emails. Use words that will catch their attention. 

• Engaging content

What you send inside the email is very important. The content of the email should be engaging in order to make sure the subscribers stay interested in what you are sending out. If the subscriber is engaged he/she is more likely to open your emails in the future. They may even begin eagerly anticipating your emails. 

• Timing is important 

Timing can significantly affect whether your subscribers will open your emails or not. Do some research to see at what time you should send out your email keeping in mind what industry your business operates in. You can also do some A/B testing to determine which time frames would work best for your future campaigns.

• Don’t send out too many emails

You might have some brilliant email campaign ideas in mind but make sure you plan the emails you send out through a wide period of time to avoid causing email fatigue. Plan a specific number of emails for a month and make sure you stick to that schedule.

• Personalization

According to Yes Lifecycle Marketing, if you personalize your emails you can generate 50% higher open rates. A great email marketing tip would be to personalize your subject lines and include individual names when you send out an email to add a personal touch to it. 

Get In Touch

Email Marketing is a very important internet marketing tool. It helps generate the most ROI and it is said that for every $1 you spend on email marketing your expected ROI can be $42. Given the importance of email marketing, you must meetdepend the required email marketing benchmarks to benefit from this tool properly. Consult the expert digital marketers at NX3Corp and let them help you form an effective email marketing strategy.