Email marketing benchmarks 2022

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The Campaign Monitor email marketing benchmark report is always an interesting read. It analyses over 100 billion emails and gives us an opportunity to compare our open rates with the global average.

Key points:

Average open rates:

• All sectors: 21.5%

• Non-profit: 26.6%

• Restaurants: 18.5%

• Hospitality: 20.2%

• Professional services: 19.3%

Average click-through rates:

• All sectors: 2.3%

• Non-profit: 2.7%

• Restaurants: 2.0%

• Hospitality: 1.4%

• Professional services: 2.1%

Apple’s Mail Privacy Protection has increased open rates all sectors by 3.5%. This artificially inflates open rates. It pre-fetches images and tracking pixels before the email arrives in the recipients inbox and so records it as an ‘open’ even if it is not read.

Variations in open rates by day are miniscule.

Mail Chimp’s benchmark report has also been published but is based on data to October 2019.

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