What are email marketing benchmarks?
Simply put, the term ‘email marketing benchmarks’ refers to the metrics marketers use to gauge the performance of an email marketing campaign.
If you want a more in-depth understanding of this topic, check out the FAQ section below:
Question #1: What email marketing benchmarks should I focus on?
The primary email marketing benchmarks you should focus on include:
- Your open rate
- Your click-to-open rate
- Your click-through rate
- Your bounce rate
- Your unsubscribe rate
Let us take a closer look at each one in more detail:
First, your open rate measures how many recipients opened an email you sent out against the total number of recipients. To calculate it, simply divide the former by the latter and multiply the result by 100.
For example, if an email you sent out was received by 20,000 people and 10,000 people opened it, then your open rate would be 50%.
Second, your click-to-open rate measures how many of the recipients that opened an email you sent out proceeded to click on a link in it. To calculate it, just divide the total number of recipients who opened the email and clicked on the link by the total number of recipients who opened the email and multiply the result by 100.
For example, if 10,000 people opened an email you sent out and 3,000 clicked on a link in it, then your click-to-open rate would be 30%.
Third, your click-through rate works pretty much the same way as your click-to-open rate but measures the total number of people who clicked on a link in your email against the total number of recipients instead. To calculate it, simply divide the former by the latter and multiply the result by 100.
For example, if 100,000 people received an email you sent out and 40,000 people clicked on a link in it, then your click-through rate would be 40%.
Fourth, your bounce rate measures the total number of emails that bounced back against the total number of emails you sent out. To calculate it, all you have to do is divide the former by the latter and multiply the result by the latter.
For example, if you sent out a total of 5,000 emails and 2,500 of them bounced, your bounce rate would be 50%.
Finally, your unsubscribe rate, as the name suggests, measures the total number of unsubscribes you got against the total number of delivered emails. To calculate it, just divide the former by the latter and multiply the result by 100.
For example, if your email was successfully delivered to 100 people and 10 people unsubscribed after receiving it, then your unsubscribe rate would be 10%.
Question #2: How do I access it?
To access your email marketing benchmarks, all you have to do is access the built-in analytics tool of your chosen email marketing tool. It should give you all the information you need to make better informed decisions regarding your email marketing campaigns.
Question #3: How do I know if I am doing well based on my email marketing benchmarks?
To know if you are doing well based on your email marketing benchmarks, you will need to take note of your top competitors’ stats.
If your numbers are better than theirs, then you would know that you are on the right track. If your numbers are worse, then that means that you need to work a little harder on improving your stats. Your first priority in this case should be to simply get your numbers above them. Once you have successfully done so, that is the time to work on increasing your lead.
Do not pay much attention to the average numbers that are outside your industry because there is a big chance that they do not apply to your business.
Here’s a useful article from Campaign Monitor you can check too.