The 2013 email marketing benchmark report

The new 2014 edition of the benchmark is now available here.

The 2013 edition of our email benchmark report has been compiled from data on over 1.1 billion permission-based emails sent through the Sign-Up.to interactive marketing platform by small-medium sized UK based organisations.

Read on to find out how your results compare. Feel free to repost this data, but please attribute and link back to this page. Thanks!

Average email campaign performance

Across all industries the average results for UK SME email marketing campaigns were:

  • Open rate: 21.47%
  • Click-through rate: 3.16%
  • Unsubscription rate: 0.47%
  • Click-to-open rate: 14.72%
  • Unsubscribe-to-open rate: 2.29%

The benchmark report is available as a downloadable PDF and we've also presented the data as interactive charts below - click on a data series in the chart legends to view/hide those results and adjust the chart scale accordingly.

Click-to-open and unsubscribe-to-open rates by industry

These figures look at the proportion of those actually opening an email who clicked or unsubscribed - rather than just those receiving (but not necessarily opening) an email campaign.

Averages are a good place to start when benchmarking your performance, but there are many factors which will influence your own results.

When judging the success of your email campaigns it's important to ensure you select relevant criteria and look for incremental improvements by benchmarking against your own average results. If you'd like to find out more about this, check out our guide to email analytics.

The definitions used in this report are the same as for our previous editions.

2013 benchmark report - PDF download

We've made our report available as a handy print-out-and-keep, or save-for-later PDF version.

To receive your free copy, simply complete the form below.

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