What’s the average response rate to emails?

Ever wondered what open rates and click-throughs other companies are getting? Want to know if you match up?

This report is the result of an analysis of over 1.1 billion email messages sent through the online marketing platform in the 12 months from 1st January – 31st December 2012. These email campaigns are all from small-medium sized UK organisations. All of these messages were permission-based and sent to opted-in lists (never to 3rd party or purchased lists). The 22 sectors listed here have been self-selected by the senders.

The average results for UK SME email marketing campaigns, across all industries, 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%

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