Email marketing benchmarks: what a good campaign looks like
Email still earns its place in most marketing plans. The harder question is what a good campaign looks like next to everyone else's.
Open and click rates
The average open rate across all industries sits at 22%, according to the annual industry benchmark. Clicks are rarer, with the typical campaign seeing a 2.4% click rate.
Welcome emails do better still, with open rates above 50% in the same report.
Mobile matters more than it used to: 61% of emails are now opened on a phone.
Return on spend
Marketers report an average return of $36 for every $1 spent on email, per a survey of agency teams.
Most teams we spoke to send between two and four campaigns a month, and 3 in 4 marketers say segmentation lifted their results.
What to do with these numbers
Use them as a starting point, not a target. Your own list will tell you more than any benchmark.