When it comes to email marketing, you may first want to check out the email marketing tips and tricks. When the email campaign get started, you really want to know how is your campaign doing? You could take a look at the 9 email marketing metrics you should be tracking.
It’s not enough if you just know the metrics from your own email campaign. It is wise to take a look at the 2018 email marketing metrics benchmark by industry chart from various email service provider. So you know how is your email marketing from the industry benchmark stand point of view.
Constant Contact
Comparison by Industry Chart [Data credit to Constant Contact]
As of March 2018:
| Business Type | Open Rate (Total) | Mobile Open Rate | Tablet Open Rate | Desktop Open Rate | Click-Through Rate | Bounce Rate | Unsubscribe Rate |
|---|---|---|---|---|---|---|---|
| All Industries– Overall Average | 17.44% | 60.42% | 13.24% | 62.74% | 7.72% | 10.03% | 0.02% |
| Accommodations (e.g., hotel, inn, B&B, camp grounds) | 16.85% | 68.25% | 17.81% | 47.74% | 7.71% | 8.12% | 0.03% |
| Accountant | 16.06% | 51.03% | 15.46% | 72.49% | 7.93% | 11.33% | 0.01% |
| Animal Services | 17.44% | 83.14% | 17.82% | 52.73% | 8.98% | 7.47% | 0.03% |
| Art, Culture, Entertainment (e.g., galleries, museums, musicians, theatre, film, crafts) | 16.44% | 57.26% | 17.44% | 54.04% | 7.40% | 7.61% | 0.02% |
| Automotive Services | 13.60% | 64.95% | 14.04% | 52.86% | 8.93% | 9.59% | 0.03% |
| Child Care Services | 20.77% | 86.74% | 7.07% | 41.73% | 6.64% | 7.04% | 0.02% |
| Civic/Social Membership (e.g., associations, chambers, clubs) | 23.75% | 61.03% | 13.12% | 81.07% | 8.23% | 9.83% | 0.01% |
| Consultant, Training (e.g., marketing, management) | 13.20% | 49.67% | 8.46% | 75.73% | 7.30% | 10.59% | 0.01% |
| Education – Primary/Secondary (e.g., elementary, middle, and high schools) | 23.20% | 69.60% | 9.79% | 56.61% | 8.40% | 7.64% | 0.01% |
| Education – Higher Education (e.g., colleges, universities, trade schools) | 20.59% | 63.98% | 9.44% | 58.41% | 8.09% | 9.30% | 0.01% |
| Financial Advisor | 16.05% | 54.22% | 12.61% | 67.03% | 7.14% | 11.08% | 0.02% |
| Fitness Center, Sports, Recreation (e.g., yoga studio, bowling alley, gym) | 16.12% | 71.71% | 13.45% | 41.75% | 6.66% | 10.32% | 0.02% |
| Fitness/Nutritional Services (e.g., personal trainer, wellness coach) | 14.51% | 75.20% | 12.30% | 42.51% | 8.64% | 7.03% | 0.02% |
| Government Agency or Services | 22.92% | 66.02% | 13.97% | 82.65% | 9.40% | 10.58% | 0.02% |
| Health & Social Services (e.g., hospital, elder care, adoption services) | 21.62% | 60.80% | 13.35% | 94.92% | 8.16% | 10.79% | 0.02% |
| Health Professional (e.g., physician, dentist, chiropractor) | 17.31% | 65.92% | 13.96% | 60.63% | 6.93% | 10.06% | 0.03% |
| Home & Building Services (e.g., construction, HVAC, landscaping, design) | 19.24% | 57.50% | 14.86% | 68.62% | 6.73% | 13.34% | 0.06% |
| Insurance | 14.92% | 49.29% | 8.37% | 98.03% | 7.16% | 7.98% | 0.03% |
| Legal Services | 20.34% | 54.62% | 8.28% | 82.34% | 6.94% | 13.18% | 0.02% |
| Manufacturing and Distribution | 15.95% | 46.67% | 10.30% | 84.71% | 8.70% | 12.63% | 0.02% |
| Marketing, Advertising, Public Relations | 10.60% | 48.98% | 9.49% | 61.15% | 6.29% | 10.09% | 0.01% |
| Other | 22.22% | 52.55% | 16.28% | 53.38% | 5.92% | 9.09% | 0.02% |
| Other – Non-profit | 20.72% | 63.06% | 14.87% | 71.09% | 8.14% | 9.91% | 0.02% |
| Personal Services (e.g., dry cleaning, photography, housekeeping) | 18.38% | 62.44% | 14.00% | 57.24% | 7.57% | 10.62% | 0.02% |
| Professional Services | 17.21% | 56.11% | 10.95% | 70.36% | 8.03% | 11.53% | 0.02% |
| Publishing | 14.83% | 52.32% | 14.51% | 57.38% | 12.83% | 9.37% | 0.01% |
| Real Estate | 16.17% | 52.45% | 9.10% | 61.24% | 5.74% | 12.31% | 0.02% |
| Religious Organization | 26.70% | 72.48% | 20.33% | 54.03% | 7.59% | 8.80% | 0.01% |
| Restaurant, Bar, Cafe, Caterer | 15.52% | 60.13% | 17.23% | 45.38% | 4.79% | 10.72% | 0.02% |
| Retail (e.g., brick and mortar, online) | 11.73% | 56.64% | 19.44% | 41.24% | 7.74% | 6.92% | 0.01% |
| Salon, Spa, Barber (e.g., nails, tanning) | 13.17% | 68.31% | 13.35% | 34.22% | 4.43% | 11.37% | 0.02% |
| Technology (e.g., web developer) | 12.24% | 39.75% | 5.87% | 80.38% | 5.66% | 12.42% | 0.01% |
| Transportation | 17.27% | 60.28% | 12.26% | 68.06% | 13.82% | 11.27% | 0.02% |
| Travel and Tourism (e.g., limo driver, tour guide, reservations) | 15.20% | 51.06% | 20.68% | 61.57% | 7.78% | 11.19% | 0.02% |
GetResponse
Comparison by Industry Chart [Data credit to GetResponse]
| Industry | Open rate | Click-through rate | Click-to-open rate | Unsubscribe rate | Spam rate |
|---|---|---|---|---|---|
| All | 24.88% | 4.06% | 16.31% | 0.24% | 0.02% |
| Agencies | 25.50% | 3.69% | 14.47% | 0.27% | 0.02% |
| Arts & Entertainment | 34.24% | 6.42% | 18.76% | 0.27% | 0.02% |
| Automotive | 23.60% | 4.43% | 18.79% | 0.41% | 0.04% |
| Communications | 25.50% | 3.61% | 14.17% | 0.16% | 0.01% |
| Education | 34.78% | 5.58% | 16.05% | 0.25% | 0.04% |
| Financial Services | 27.32% | 5.05% | 18.47% | 0.30% | 0.03% |
| Health & Beauty | 24.71% | 4.56% | 18.44% | 0.27% | 0.04% |
| Health Care | 35.54% | 5.69% | 16.01% | 0.36% | 0.02% |
| Internet Marketing | 18.05% | 3.16% | 17.53% | 0.23% | 0.02% |
| Legal Services | 26.82% | 3.08% | 11.49% | 0.17% | 0.02% |
| Non-profits | 34.44% | 4.99% | 14.50% | 0.23% | 0.02% |
| Publishing | 36.59% | 7.75% | 21.17% | 0.23% | 0.02% |
| Real Estate | 27.16% | 3.00% | 11.05% | 0.21% | 0.03% |
| Restaurants & Food | 35.69% | 4.18% | 11.71% | 0.27% | 0.03% |
| Retail | 23.69% | 3.47% | 14.63% | 0.23% | 0.03% |
| Sports & Activities | 30.91% | 4.32% | 13.96% | 0.27% | 0.02% |
| Technology & High Tech | 24.66% | 3.91% | 15.86% | 0.29% | 0.01% |
| Travel | 24.96% | 3.22% | 12.90% | 0.22% | 0.03% |
MailChimp
Comparison by Industry Chart [Data credit to MailChimp]
| Industry | Open | Click | 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% |
MailerLite
Comparison by Industry Chart [Data credit to MailerLite]
| Industry | Opened % | Clicked % | Unsubscribed % | Bounced % |
|---|---|---|---|---|
| Agriculture and Food Services | 33.71% | 4.70% | 0.35% | 0.56% |
| Travel and Transportation | 31.71% | 5.27% | 0.19% | 0.62% |
| Public Relations | 31.09% | 5.81% | 0.18% | 0.16% |
| Arts and Artists | 25.56% | 4.89% | 0.69% | 0.30% |
| Legal | 25.38% | 3.95% | 0.35% | 3.22% |
| Home and Garden | 25.03% | 4.91% | 0.24% | 0.32% |
| Religion | 24.20% | 6.27% | 0.14% | 0.29% |
| Creative Services/Agency | 23.52% | 3.84% | 0.64% | 0.43% |
| Photo and Video | 22.34% | 4.66% | 0.27% | 0.94% |
| Telecommunications | 22.32% | 2.67% | 0.20% | 2.04% |
| Media and Publishing | 22.03% | 3.96% | 0.45% | 0.25% |
| Insurance | 21.88% | 1.46% | 0.53% | 1.83% |
| Government | 21.83% | 2.39% | 0.26% | 1.97% |
| Hobbies | 20.25% | 3.31% | 0.22% | 0.27% |
| Software and Web App | 19.64% | 1.64% | 0.48% | 1.18% |
| Education and Training | 19.42% | 3.48% | 0.31% | 1.03% |
| Non-Profit | 16.56% | 2.14% | 0.15% | 1.10% |
| Politics | 16.30% | 0.93% | 0.36% | 1.37% |
| Consulting | 15.93% | 1.55% | 0.31% | 1.43% |
| Real Estate | 15.86% | 1.16% | 0.36% | 1.99% |
| Recruitment and Staffing | 15.62% | 1.26% | 0.25% | 0.33% |
| Entertainment and Events | 15.47% | 2.64% | 0.40% | 0.24% |
| Manufacturing | 15.23% | 2.13% | 0.58% | 1.81% |
| Architecture and Construction | 15.16% | 3.15% | 0.59% | 1.76% |
| Beauty and Personal Care | 14.38% | 1.43% | 0.36% | 0.61% |
| Sports | 14.13% | 1.79% | 0.19% | 1.15% |
| Health and Fitness | 13.72% | 1.72% | 0.24% | 0.39% |
| Restaurant | 13.07% | 0.75% | 0.40% | 0.87% |
| Retail | 12.05% | 1.32% | 0.19% | 0.38% |
| Music and Musicians | 11.30% | 0.98% | 0.31% | 0.50% |
| Medical, Dental, and Healthcare | 11.23% | 2.68% | 0.11% | 0.88% |
![[Infographic] 9 Email Marketing Metrics You Should Be Tracking](https://www.seodennis.com/wp-content/uploads/2018/05/9-Email-Marketing-Metrics-You-Should-Be-Tracking-500x383.png){kind=tracking}
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