Email Marketing Benchmarks and Statistics



Email marketing is a powerful tool in your marketing toolbox for reaching out to your community, whatever your size of business. We think that emails have a significant effect on a business’s overall marketing performance and the traffic emails create to bring customers to your door.


Our marketing heroes such as Neil Patel, Pat Flynn, Ryan Deiss and Molly Pitman talk about more “eyeballs on your product or service” and emails are a way to get your brand in front of whoever you want to contact.


Frankly, you can overthink this to the point of not using email to promote your business and get it in front of the people you want to connect with. We encourage you to be brave, build your email list and get your message out. Get those eyeballs looking at YOU!


How will you check if you're getting the results from this platform?

Again, don’t overthink the outcome. Plan to choose this channel and go from there. The great thing about email marketing is that someone somewhere is going to read your email and if you set it up correctly you are going to see the level of interest in what you are communicating.


Our CEO, Claire Sandbrook, often reminds us here at Shergroup that years ago she led marketing campaigns based on exhibitions and pages in credit magazines. The costs were considerable and to be perfectly honest she had little or no idea of the level of interest. The only thing she was certain about was the cost.


Fast forward to today and you can control the content, the layout, the audience, and the analytics at a far lower cost.


As it is don't worry - we have your back; we will guide you to build your email marketing KPIs based on your data. These figures will provide you with information to help you prepare your email marketing campaign for the coming year and beyond.


So, let’s have a look at email marketing metrics and how they combine to give you the analytics you need on what your community is looking at.


Email Open Rate

The percentage of total subscribers who open an email campaign signifies the “email open rate”. For instance, if you send out an email to 200 subscribers and only 100 open it then your open rate is 50%.


Click-Through Rate

The click-through rate represents the ratio of subscribers who clicked on a specific link in your email as opposed to those who just opened, or looked at your