2020 Email Marketing Benchmarks. The top three industries by click-through rate remained the same as in 2019, though the ranking differed. Government jumped two places to become the top industry for click-through rate, while Real Estate, Design and Construction Activities, and Agriculture, Forestry, Fishing and Hunting also remained within the top three.
Government click-through rates improved by 1.06% (from 3.04% last year to 4.1% this year). Real Estate, Design and Construction Activities click-through rates improved by 1.02% (from 18.88% last year to 19.9% this year). And Agriculture, Forestry, Fishing and Hunting click-through rates remained relatively consistent, decreasing by 0.16% (from 3.66% last year to 3.5% this year).
04 | Global Retail open rates dropped in 2019, though engagement remained high.
While Retail emails experienced lower open rates than the previous year (13.9% this year, down from 14.98% last year), the click-to-open rate of 15.2% remained higher than the 14.3% average. This means the people who open Retail emails are likely to visit their site.
Retail has some of the highest competition of all industries, which can lead to low open rates. Despite seeing lower open and click-through rates, 38% of US consumers report having been driven to action due to email.
05 | Tuesdays see the highest open rates but also the highest unsubscribe rates.
We get a lot of questions about the best days to send emails. But this finding proves that while sending emails on Tuesday might help you see a higher open rate, you could just as likely see more unsubscribes.
While it’s unfortunate there’s no simple hack to seeing more opens and click-throughs for your email marketing strategy, it was discovered in the 2020 Email Marketing Benchmarks survey that this means that marketers can stop chasing an elusive “best day” and instead focus on the real answer to seeing better metrics: following email marketing best practices and A/B testing to discover the day your audience is most engaged.
06 | The highest-performing industries see high engagement in all areas.
Government, alongside Real Estate, Design and Construction Activities, and Agriculture, Forestry, Fishing and Hunting have some of the highest performing emails across the board. Their subscribers open and click on a high percentage of the emails they send.
07 | The average global email benchmarks remained consistent from last year.
While most average benchmarks remained consistent from 2018’s performance, we saw an improvement to bounce rates and unsubscribes. Bounce rates improved by .36% and our emails saw .08% fewer unsubscribes. This means marketers are getting better at sending emails their subscribers love and look forward to.
Not only are marketers keeping their subscriber lists up to date, they’re also keeping subscribers engaged with high-quality content that meets subscribers’ needs.