Overall Performance Metrics
Email Marketing Performance Benchmarks, North America
Geography:
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
Geography:
North America
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Email Marketing Performance Metrics, North America

TimeframeQ2 2018Q3 2018Q4 2018Q1 2019Q2 2019
Total open rate
31.2%
31.3%
34.1%
33.5%
30.7%
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Unique open rate
19.4%
20.2%
19.3%
21.7%
20.6%
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Total click rate
3.4%
3.3%
3.1%
3.3%
2.9%
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Unique click rate
2.3%
2.4%
2.1%
2.3%
2.0%
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Bounce rate
3.1%
2.6%
2.5%
2.2%
1.1%
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Source: Epsilon, 

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.