Overall Performance Metrics
Email Marketing Performance Benchmarks, North America
Overall
Performance Metrics
Deliverability Metrics
by Country
Click Rates
Click-to-Open Rates
Open Rates
Unsubscribe Rates
by Industry
Bounce Rates
Total Click Rates
Total Open Rates
Unique Click Rates
Unique Click-to-Open Rate
Unique Open Rates
Triggered Bounce Rates
Triggered Click Rates
Triggered Open Rates
by Message Type
Click Rates
Click-to-Open Rates
Open Rates
Send Share
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Email Marketing Performance Metrics, North America
| Timeframe | Q2 2018 | Q3 2018 | Q4 2018 | Q1 2019 | Q2 2019 | |||
|---|---|---|---|---|---|---|---|---|
| Total open rate | 31.2% | 31.3% | 34.1% | 33.5% | 30.7% | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
| Unique open rate | 19.4% | 20.2% | 19.3% | 21.7% | 20.6% | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
| Total click rate | 3.4% | 3.3% | 3.1% | 3.3% | 2.9% | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
| Unique click rate | 2.3% | 2.4% | 2.1% | 2.3% | 2.0% | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
| Bounce rate | 3.1% | 2.6% | 2.5% | 2.2% | 1.1% | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
Source: Epsilon, October 2019
Note: represents activity among Epsilon clients, broader industry metrics may vary; only includes business-as-usual messages, and doesn't include triggered emails
Methodology: Data is from the quarterly Epsilon reports titled "Email Trends and Benchmarks." Data is based on billions of emails sent during each quarter by 170 participating Epsilon clients. Epsilon clients operate within various industries including business products and services, consumer products and services, financial services, retail and travel. Epsilon is a marketing agency.