Email Marketing

Create an email newsletter or direct mailer that your readers will actually open and read with our expert help today. From selling products to creating a solid brand identity, we have set up hundreds of emails in the past with great success.

Emails are still the preferred communication tool for many businesses with 72% of consumers saying that email is their favored conduit of communication with companies they do business with.

Here are a few more interesting facts about email:

  • 4.32 billion email accounts exist in the world
  • 2.586 billion email users have registered worldwide
  • 68% of consumers find email to be their #1 preferred channel for receiving commercial messages
  • 66% of consumers have made a purchase online as a direct result of email marketing
  • 81% of online shoppers are more likely to make an additional purchase as a result of email
  • 61% of consumers say they like to receive promotional emails weekly
  • 1.779 million people access email via their mobile phones

Not only is the email marketing pie massive, but you can get a big slice for your business by sending frequent, effective emails to a dedicated list of consumers who are keen to hear from you. For more interesting stats, check out this dedicated website: EmailisNotDead.com

We can help you to grab your slice of the pie – book a free strategy session today.

When you are thinking of creating an email campaign, there are a few key performance indicators (KPIs) that you should keep in mind when evaluating the effectiveness of a campaign.

Main metrics for email marketing

Open rate. This metric refers to the amount of people who opened the email you sent. The higher the open rate, the better for your email campaign because it means more people are seeing your content and getting the opportunity to click on your links.

Click rate. This KPI indicates the number of clicks that have been recorded on the newsletter. This metric usually correlates to the traffic you can see in Google Analytics and you can learn a lot about your users by following their journey through your website. The higher the click rate, the more traffic is going to your website.

Bounce rate. The bounce rate speaks to the number of emails that have been returned undelivered due to incorrect email addresses, full mailboxes, spam filters, etc. It’s ideal to keep this rate as low as possible by double-checking your email lists for errors and having a confirmation link sent to your new reader’s email address to check delivery.

Unsubscribe rate. This rate refers to the amount of people who have elected to click on the unsubscribe link in the email. You want this rate to stay as low as possible. A high unsubscribe rate indicates that you are sending too many emails or the contents of your emails are not interesting to your readers.

All of these metrics can be found after you’ve sent an email through an email service provider like Mailchimp. But how do you know what percentage is good as an open rate? Is 30% good or bad as an open rate? And how does it compare across industries?

Mailchimp is one of the biggest email marketing service providers and they send billions of emails to more than 14 million users every month. As a result, they have a lot of email marketing data to use to calculate the average rates across industry. After studying campaigns from one-person-startups to Fortune 500 companies, they found a number of interesting industry benchmarks. is one of the biggest email marketing service providers and they send billions of emails to more than 14 million users every month. As a result, they have a lot of email marketing data to use to calculate the average rates across industry. After studying campaigns from one-person-startups to Fortune 500 companies, they found a number of interesting industry benchmarks.

Benchmarks for Key Performance Indicators

Average Stats by Industry

Industry Open Click Soft Bounce Hard Bounce Abuse Unsub
Agriculture and Food Services 24.66% 3.02% 0.59% 0.44% 0.02% 0.29%
Architecture and Construction 24.69% 2.89% 1.50% 1.09% 0.03% 0.36%
Arts and Artists 27.16% 2.85% 0.62% 0.45% 0.02% 0.29%
Beauty and Personal Care 18.46% 1.97% 0.38% 0.39% 0.03% 0.32%
Business and Finance 20.93% 2.73% 0.66% 0.55% 0.02% 0.23%
Computers and Electronics 20.89% 2.18% 1.04% 0.71% 0.02% 0.30%
Construction 22.09% 1.94% 1.57% 1.22% 0.04% 0.43%
Consulting 19.35% 2.24% 0.92% 0.71% 0.02% 0.29%
Creative Services/Agency 22.35% 2.62% 1.09% 0.90% 0.03% 0.37%
Daily Deals/E-Coupons 15.11% 2.35% 0.11% 0.08% 0.01% 0.10%
E-commerce 16.71% 2.34% 0.30% 0.24% 0.02% 0.23%
Education and Training 21.90% 2.63% 0.55% 0.47% 0.02% 0.20%
Entertainment and Events 21.19% 2.34% 0.49% 0.42% 0.02% 0.28%
Gambling 18.51% 3.32% 0.39% 0.46% 0.03% 0.17%
Games 20.81% 3.35% 0.45% 0.51% 0.03% 0.25%
Government 26.24% 3.61% 0.48% 0.39% 0.01% 0.13%
Health and Fitness 21.91% 2.59% 0.43% 0.44% 0.03% 0.38%
Hobbies 28.44% 5.17% 0.31% 0.25% 0.02% 0.23%
Home and Garden 23.80% 3.50% 0.58% 0.40% 0.03% 0.37%
Insurance 21.41% 2.10% 0.78% 0.84% 0.03% 0.26%
Legal 22.45% 3.01% 0.77% 0.67% 0.02% 0.23%
Manufacturing 21.87% 2.35% 1.42% 1.00% 0.03% 0.36%
Marketing and Advertising 17.81% 1.93% 0.77% 0.62% 0.02% 0.28%
Media and Publishing 22.08% 4.69% 0.28% 0.18% 0.01% 0.12%
Medical, Dental, and Healthcare 22.40% 2.44% 0.73% 0.73% 0.03% 0.30%
Mobile 19.42% 2.14% 0.57% 0.63% 0.02% 0.35%
Music and Musicians 22.77% 2.85% 0.57% 0.43% 0.02% 0.29%
Non-Profit 24.90% 2.77% 0.49% 0.40% 0.02% 0.19%
Other 23.02% 2.81% 0.79% 0.61% 0.02% 0.28%
Pharmaceuticals 20.04% 2.52% 0.80% 0.74% 0.02% 0.21%
Photo and Video 25.53% 3.55% 0.72% 0.63% 0.03% 0.41%
Politics 22.13% 2.16% 0.43% 0.39% 0.03% 0.21%
Professional Services 20.73% 2.47% 0.92% 0.73% 0.02% 0.31%
Public Relations 20.07% 1.64% 0.81% 0.61% 0.01% 0.21%
Real Estate 20.84% 1.90% 0.61% 0.51% 0.03% 0.31%
Recruitment and Staffing 20.69% 2.19% 0.53% 0.60% 0.02% 0.31%
Religion 26.39% 3.12% 0.19% 0.17% 0.01% 0.12%
Restaurant 21.20% 1.26% 0.24% 0.21% 0.02% 0.25%
Restaurant and Venue 21.64% 1.33% 0.53% 0.46% 0.02% 0.41%
Retail 20.93% 2.51% 0.36% 0.30% 0.02% 0.28%
Social Networks and Online Communities 21.64% 3.33% 0.37% 0.30% 0.02% 0.23%
Software and Web App 20.99% 2.30% 1.07% 0.86% 0.02% 0.39%
Sports 25.37% 3.20% 0.47% 0.42% 0.02% 0.28%
Telecommunications 21.49% 2.43% 1.14% 0.93% 0.02% 0.27%
Travel and Transportation 20.59% 2.18% 0.65% 0.49% 0.02% 0.24%
Vitamin Supplements 17.12% 1.80% 0.28% 0.23% 0.03% 0.25%

Average Email Campaign Stats by Company Size

What is the average open rate for email marketing campaigns? How do my click rates compare to other people in the industry? How many bounces are okay? How many spam complaints are too many? Learning the answers to these questions will help you to improve your newsletters.

How do your stats compare to these?

Company Size Open Rate Click Rate Soft Rate Hard Rate Abuse Rate Unsub Rate
1 to 10 21.48% 2.85% 0.56% 0.44% 0.02% 0.29%
11 to 25 20.59% 2.44% 0.58% 0.46% 0.02% 0.24%
26 to 50 21.38% 2.75% 0.39% 0.30% 0.01% 0.17%
50+ 22.77% 2.76% 0.55% 0.51% 0.02% 0.20%

We can help you to improve your stats.

Our campaigns deliver an average of 30% open rate across the board with around 16% click rate. With a careful balance of great copy, simple formatting and eye-catching elements, we are able to deliver above and beyond on all of our email campaigns.

Let us help you to create your next email to your customers & see the results for yourself!

Book a free strategy session & see how we can help you!