Email open rates and click-through rates vary enormously. What should you expect?
How does your business compare to the UK average and to other businesses in your sector. Here is the latest benchmark figure for small and medium companies, which are the majority of UK businesses.
| Email performance | Open % | Click % |
|---|---|---|
| UK SMEs | 22.87% | 3.26% |
Source: Sign-Up.To ‘UK Email Benchmarking Results’ based on over 1.5bn emails.
Ultimately it depends on the quality of your email list and a well crafted, well timed email. The right subject line makes a significant difference.
Performance varies by sector too. These statistics from MailChimp cover businesses of all sizes.
| Industry | Open % | Click % |
|---|---|---|
| Business and Finance | 32.6% | 3.1% |
| eCommerce | 22.2% | 2.9% |
| Education and training | 36.1% | 3.4% |
| Health and fitness | 32.2% | 3.3% |
| Insurance | 43.7% | 2.8% |
| Legal | 38.3% | 3.6% |
| Manufacturing | 48.1% | 4.1% |
| Medical, dental and healthcare | 30.9% | 3.1% |
| Pharmaceuticals | 36.7% | 3.7% |
| Professional services | 39.0% | 3.2% |
| Recruitment and staffing | 23.1% | 4.5% |
| Retail | 31.0% | 3.4% |
| Software and web app | 32.6% | 2.7% |
| Telecommunications | 32.6% | 2.8% |
Source: MailChimp Email Marketing Benchmarks
Ask Marketing Zone for help to improve your email results. We can help you to collect and manage email addresses, and write and design engaging email content for your next email newsletter or marketing campaign. We send out emails, make sure leads reach the right people and report on results.
Chat to Mark on 01763 274440, email mark@marketingzone.co.uk or tweet @MarketingZoneUK.