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Alla Chernenko
October 29, 2023
Email marketing Benchmarks

Email Marketing Worldwide: Statistics, Facts, Benchmarks

mail marketing retains its status as one of the most favored digital marketing avenues worldwide. Over 80% of industry experts incorporated email newsletters into their marketing strategies while utilizing diverse metrics to assess campaign performance in 2022, according to Statista

The financial services sector achieved the highest click-to-open rate (CTOR) for marketing emails globally in 2022, closely followed by the publishing industry. The rate of email unsubscribes across various countries remained below one percent that year. Furthermore, more than 60% of marketers reported an increase in open rates for their email campaigns in 2022, demonstrating the sustained growth of this digital channel. 

Knowledge of email marketing benchmarks empowers businesses to set, assess, and adjust their email marketing goals and strategies. It enables them to remain competitive, improve campaign performance, and drive business growth through effective and data-driven email marketing efforts.

Email marketing benchmarks by countries

Email marketing is a powerful tool at the forefront of digital marketing strategies. But success in this arena isn’t one-size-fits-all. Each industry has unique challenges, audience preferences, and benchmarks to meet.
 

Different countries have unique cultural norms and preferences. Understanding benchmarks by countries helps you create culturally relevant content and messaging that resonates with local audiences.
As industry benchmarks guide goal setting, country-specific benchmarks enable you to set localized, realistic targets for your email marketing campaigns. In addition, recognizing the email engagement norms in different countries allows you to tailor your goals accordingly.

 

CountryOpen 
rate
Click-through 
rate
Click to open 
rate
Unsubscribe 
rate
Spam 
rate
Bounce 
rate
  Australia38.88%2.04%5.24%0.16%0.01%2.39%
 Belgium34.66%4.5%12.98%0.28%0.01%1.99%
 Brazil18.02%0.94%5.21%0.09%0.01%3.41%
 Canada36.84%7.41%20.12%0.12%0%2.96%
 Colombia26.21%1.27%4.85%0.1%0%2.53%
 France40.27%1.91%4.74%0.17%0.01%2.01%
 Germany34.56%4.18%12.11%0.18%0.01%1.77%
 Great Britain27.59%1.84%6.65%0.12%0%2.13%
 India16.76%1.64%9.82%0.06%0%1.99%
 Indonesia14.69%0.83%5.66%0.06%0%3.67%
 Israel24.63%2.26%9.16%0.09%0%0.86%
 Italy31.86%2.05%6.43%0.13%0.01%2.07%
 Malaysia18.78%0.64%3.41%0.07%0%1.02%
 Mexico23.09%1.19%5.15%0.06%0.01%2.44%
 Netherlands45.68%3.61%7.9%0.28%0.01%2.45%
 Peru19.42%0.8%4.1%0.07%0%5.32%
 Philippines35.44%1.97%5.55%0.09%0%1.92%
 Poland30.93%3.22%10.41%0.13%0.01%1.73%
 Romania20.67%1.43%6.94%0.1%0%1.59%
 Russia25.4%2.26%8.91%0.23%0.02%2.65%
 Singapore16.03%1.04%6.49%0.05%0%1.52%
 Spain23.21%1.38%5.94%0.08%0%3.75%
 Ukraine18.89%1.81%9.56%0.12%0%0.51%
 United States30.74%2.68%8.72%0.08%0%5.18%
 Vietnam24.58%0.84%3.43%0.04%0%0.8%
All27.11%2.15%7.58%0.12%0.01%2.35%

2023 Email Marketing Benchmarks by GetResponse

Email marketing benchmarks by industries

Staying informed about industry-specific benchmarks is a strategic way to navigate the competitive world of digital marketing.

IndustryOpen 
rate
Click-through 
rate
Click to open 
rate
Unsubscribe 
rate
Spam 
rate
Bounce 
rate
Agencies31.12%2.3%7.4%0.15%0.01%2.79%
Arts & Entertainment37.41%2.69%7.2%0.14%0%2.57%
Automotive33.81%2.54%7.52%0.15%0.01%3.28%
Communications48.8%5.77%11.83%0.07%0%2.75%
Education28.17%2.09%7.41%0.12%0.01%2.19%
Financial Services26.5%4.42%16.68%0.09%0.01%1.89%
Health & Beauty27.73%1.78%6.41%0.12%0.01%2.99%
Health Care30.85%1.72%5.57%0.16%0.01%2.65%
Internet Marketing21.9%1.68%7.66%0.11%0%2.78%
Legal services32.42%3.16%9.75%0.12%0%2.82%
Non-profits39.71%3.18%8.01%0.09%0%2.19%
Publishing37.51%5.43%14.47%0.1%0.01%3.37%
Real Estate37.23%2.17%5.84%0.12%0%2.06%
Restaurants & Food35.34%2.28%6.44%0.17%0.01%2.46%
Retail31.64%1.95%6.15%0.11%0%3.76%
Sports and Activities32.62%2.7%8.29%0.11%0%2.8%
Technology & High Tech33.92%3.99%11.77%0.12%0.01%2.38%
Travel29.09%2.24%7.69%0.1%0%6.83%
All33.1%2.89%8.67%0.12%0.01%2.92%

2023 Email Marketing Benchmarks by GetResponse

Businesses need to understand these industry-specific differences and use them as a benchmark reference to tailor their email marketing strategies effectively. While benchmarks offer valuable insights, individual circumstances and goals should always guide email marketing campaigns.

Automation is pivotal

Marketing automation has evolved into an indispensable tool for email marketers. By employing various systems and software, marketing professionals can streamline operations, gather and analyze user data, deliver timely and relevant emails, and ultimately enhance campaign efficacy. In early 2023, email emerged as the channel most reliant on marketing automation, with 63 percent of surveyed professionals favoring it over content and social media management.

Conclusion

In the world of email marketing, understanding these benchmarks is key to success. Email marketing is an evolving field, and these benchmarks provide a roadmap for navigating its complexities. To sum up, by consistently tracking and improving these metrics, you can refine your strategies and ensure your email marketing campaigns are not only effective but also valuable to your audience.

At Wooxy, we believe that email marketing is not a standardized solution. The benchmarks you aim to achieve should align with your industry, target audience, and campaign goals. Continuously monitoring and optimizing your email marketing efforts is a dynamic process that can help you stand out in the competitive world of digital marketing.

Alla Chernenko avatar
Alla Chernenko

Alla Chernenko is a marketing professional with a broad spectrum of experience in global projects. Her extensive knowledge and unique insights shine through in her contributions to the Wooxy blog. She offers valuable content for readers, keeping them updated on the latest marketing trends and strategies.

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