Benchmark email marketing perfomance

Hello mọi người, đây là series benchmark channel CRM cùng analytics-driven 👩‍💻 Mình sẽ bắt đầu với kênh Email, một kênh rất hiệu quả nhưng thường bị mọi người lạm dụng dẫn đến tư duy của user “email là spam” 😁😂

email or letter, just the same

we talk about my fiction theory first :”>

1/ My theory

Electronic-mail và paper-mail có những điểm tương đồng:

  • Đều gửi tới một địa chỉ xác định là hộp thư của người dùng.
  • Thư gửi mới nhất sẽ luôn ở trên cùng (stack: last send – first read )
  • Mức độ làm phiền người dùng như nhau
  • Người dùng có thói quen xem lướt tất cả mail, và sẽ chỉ mở/đọc mail nào cần thiết
  • Người dùng chỉ check mail vào 1 thời điểm nhất định trong ngày !?
    • Timing thời gian gửi sao cho mail đó xuất hiện ở vị trí ‘đẹp’
    • Nên gửi cho segment dân văn phòng, tuy nhiên nên tránh gửi khoảng thời làm việc
    • Nếu mức độ gửi thư hợp lý sẽ tạo được sự hào hứng cho người dùng (gửi nhiều quá tạo cảm giác gây phiền, nhưng lâu không gửi lại thấy nhớ)

2. Benchmark

2.1/ Average email benchmarks for all industries

A high-level overview of overall email marketing statistics for 2020:

  • Average open rate: 18.0%
  • Average click-through rate: 2.6%
  • Average click-to-open rate: 14.1%
  • Average unsubscribe rate: 0.1%

2.2/ Email benchmarks for all industries

Here’s how these KPIs breakdown by industry for average metrics across all industries globally. Compare your own email reports to the averages in your field—how do they hold up?

benchmark theo các nhóm ngành

2.3/ Average email benchmarks by day

Taking averages across all campaigns sent globally—regardless of industry—you can see how these campaigns perform by day of the week.

đâu là thời điểm tốt trong tuần?

2.4/ Best days for email marketing

In a departure from previous years, the examination of 2020 email marketing statistics by day shows that benchmarks did not vary greatly throughout the week. However, one day did stand slightly above the rest in terms of performance.

mọi người thường mở mail nhiều vào thứ 3 hay thứ 6 – đầu tuần nhộn nhịp, cuối tuần dọn dẹp?

2.5/ Worst days for email marketing

Based on the global averages by day shown above, these are the worst-performing days for sending. While this data is academically interesting, you should carefully consider your own audience and run email tests before blocking entire days off your campaign calendar.

  • Worst day with lowest email open rates: Saturday (17.3%)
  • Worst days with lowest click-through rates: Saturday (2.4%)
  • Worst day with lowest click-to-open rates: Tuesday (13.5%)

3/ Understanding email marketing metrics and how to improve them

3.1/ Email open rate

Email open rate is the percentage of the total number of subscribers who opened an email campaign.

These rates can vary depending on the subject line and the relevancy of the subject matter for subscribers, but we found an average open rate of 18.0%.

How to improve your email open rate:

  • Improve your subject lines
  • Test subject line length, tone and content
  • Optimize for previews with preheader text
  • Test sender name and email address (ex. company name vs. CEO’s name)
  • Test send day, send time, and send cadence (ex. daily vs. weekly)
  • Ensure relevant content through personalization and segmentation

3.2/ Email click-through rate

The email click-through rate is the number of subscribers who click on a link or image in your email out of all the total emails you’ve sent, regardless of whether or not the subscriber opened the campaign. Your click-through rate will be smaller than your click-to-open rate since it’s calculated using the larger number of total emails (versus just those who have opened).

Your click-through rate offers insight into how many of your total subscribers are visiting your website and ultimately converting from email. Comparing your open rates, click-to-open rates, and your click-through rates can reveal where your email marketing campaign is weakest.

We found an average click-through rate of 2.60%.

How to improve your click-through rate:

  • Create stronger segments so you always send the most relevant content
  • Maintain your brand voice throughout your messaging
  • Improve your calls-to-action through clear copy and better design
  • Offer strong incentives to capture subscribers’ attention
  • Ensure your subject line accurately reflects the content of your emails
  • A/B test what works

3.3/ Email click-to-open rate

The email click-to-open rate is the percentage of email viewers (those that open an email) who click on a link or image within an email. The email click-to-open rate may be considered a measure of the immediate response rate of an email.

It’s often a key metric used to measure the success—or lack of success—of a specific email campaign. We found an average email click-to-open rate of 14.10%.

How to improve your email click-to-open rate:

  • Make sure your email renders well across devices
  • Collect the right data to segment and personalize
  • Optimize your email design and copy
  • Include an irresistible, easy-to-click call to action
  • A/B test each email element individually
  • Automate your emails to scale what works

3.4/ Unsubscribe rate

Unsubscribe is the action a user takes to opt-out of getting any more emails. The percentage of people who unsubscribe is often displayed as a reporting number on each email campaign you send.

This is an important number to study on every campaign to see if certain topics, subject lines, or templates drive up your unsubscribe number, as this is an indicator of an unhappy or disinterested audience. We found an average unsubscribe rate of 0.10%.

How to improve your unsubscribe rate:

  • Grow a healthy list from the start
  • Use automation to build long-term brand engagement
  • Segment your audience to send more relevant emails
  • Re-engage your audience to maintain list hygiene
  • Remember that some list churn is normal and healthy

3.5/ Email bounce rate

A bounced email is an email that couldn’t be delivered. Specifically, it’s an explanation of delivery failure related to server or spam issues, whether these issues are permanent or temporary.

Typically, bounce rate is a metric expressed as a percentage of subscribers who didn’t receive your message. There are two types of bounces: hard and soft.

How to improve your email bounce rate:

  • Don’t send to stale lists
  • Never use purchased lists
  • Remove invalid email addresses
  • Use confirmed opt-in
  • Never use free webmail addresses
  • Avoid spammy content
  • Suppress previous bounces

3.6/ Email deliverability

Email deliverability is the ability to deliver emails to subscribers’ inboxes. It’s what some marketers use to gauge the likelihood of their email campaigns reaching their subscribers’ inboxes related to actual delivery.

Issues with ISPs, throttling, bounces, spam issues, and bulking hurt your deliverability and thus reduce the number of your emails that will land in your subscribers’ inboxes.

That’s why your deliverability will impact everything from open rate to clicks to spam reports, so prioritizing this will have a huge impact on your email marketing success.

How to improve your email deliverability:

  • Send using custom authentication
  • Using double rather than single opt-in
  • Make it really easy to unsubscribe
  • Avoid using URL shorteners
  • Don’t send from a free domain email address
  • Don’t send emails with too many images


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