eMarketer Pro
Overall Performance Metrics
Email Marketing Performance Benchmarks
Overall
Performance Metrics
Deliverability Metrics
by Email Client
Open Share
by Device & Industry
Open Share
Open Growth
Click Share
Click Growth
Performance by Industry
Unique Open Rates
Click Rates
Click-to-Open Rates
Hard Bounce Rates
Soft Bounce Rates
Unsubscribe Rates
Deliverability by Industry
Read Rates
Reply Rates
Spam Placement Rates
This is Not Spam Rates
Deleted Before Reading Rates
Complaint Rates
by Day of Week
Open Rates
Click Rates
Click-to-Open Rates
Conversion Rates
by Time of Day
Open Rates
by Message Type
Open Rates
Click Rates
Click-to-Open Rates
by Triggered Message Type
Open Rates
Click Rates
Conversion Rates
Click-to-Conversion Rates
Revenue per Email
by Personalization
Open Rates
Click Rates
by Subject Line Length
Open Rates
Click Rates
 
Edit Title
Email Marketing Performance Metrics, North America
TimeframeQ2 2016Q3 2016Q4 2016Q1 2017Q2 2017
Volume growth
17.1%
19.8%
14.0%
14.9%
14.5%
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Total open rate
25.0%
25.7%
25.5%
26.7%
25.8%
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– Unique open rate
16.3%
16.3%
16.9%
17.4%
17.0%
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– Click-to-open rate
10.9%
11.1%
11.1%
9.8%
9.7%
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Total click rate
2.6%
2.7%
2.5%
2.5%
2.4%
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– Unique click rate
1.8%
1.9%
1.8%
1.8%
1.7%
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Transaction-to-click rate
3.4%
3.6%
4.1%
3.8%
4.0%
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Transaction rate
0.050%
0.050%
0.057%
0.050%
0.048%
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Revenue per email
$0.07
$0.06
$0.08
$0.06
$0.07
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Average order value
$179.53
$164.98
$174.86
$154.44
$163.01
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Hard bounce rate
1.8%
1.9%
2.5%
2.0%
1.7%
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Unsubscribe rate
0.09%
0.09%
0.10%
0.10%
0.09%
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Source: Cheetah Digital (formerly Experian Marketing Services)

Note: represents activity on the Cheetah Digital platform, broader industry metrics may vary

Additional Note: total open rate: ratio of all opens recorded for the mailing including multiple opens by the same subscriber to all emails received; unique open rate: ratio of the number of unique subscribers that have opened an HTML-formatted message to the number of email received; click-to-open rate: unique clicks as a percentage of unique opens; total click rate: ratio of all clicks on a tracked link, including multiple clicks by a given subscriber, to all emails received; unique click rate: ratio of the number of unique subscribers who have clicked on any link to all emails received; transaction-to-click rate: percentage of transactions compared to the number of unique clicks; transaction rate: percentage of transactions as related to delivered messages; revenue per email: average amount earned for each delivered email; hard bounce rate: percentage of subscribers that did not receive a mailing because their email addresses hard bounced; unsubscribe rate: total percentage of subscribers lost as a result of users unsubscribing from the mailing

Methodology: Data is from the quarterly Cheetah Digital reports titled "Email Benchmark Report." Data is based on all email campaigns sent by Cheetah Digital clients in Canada and the US during each quarter. Cheetah Digital clients operate within various industries—primarily multichannel retail, but also business products and services, consumer products and services, media and entertainment, publishing and travel. All benchmarks reflect average performance at 7 days after emails have been sent.