Overall Performance Metrics
Email Marketing Performance Benchmarks, Worldwide
Geography:
Overall
Performance Metrics
Deliverability Metrics
by Company Size
Click Rates
Click-to-Open Rates
Hard Bounce Rates
Open Rates
Soft Bounce Rates
Unsubscribe Rates
by Email Client
Open Share
by Industry
Click Rates
Click-to-Open Rates
Hard Bounce Rates
Unique Open Rates
Soft Bounce Rates
Unsubscribe Rates
Deliverability by Industry
Complaint Rates
Deleted Before Reading Rates
Read Rates
Reply Rates
Spam Placement Rates
This is Not Spam Rates
Geography:
Worldwide
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Email Marketing Performance Metrics, Worldwide

Timeframe201620172018
Aggregate open rate
14.2%
14.6%
18.0%
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Click-to-open rate
13.6%
11.6%
11.1%
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Aggregate click rate
1.9%
1.7%
2.0%
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Monthly send rate
9.8%
8.1%
7.0%
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Source: SendGrid

Note: represents activity on the SendGrid platform, broader industry metrics may vary

Additional Note: aggregate open rate: percentage of all unique messages sent by a segment that were opened and messages opened more than once are not double counted; aggregate click rate: percentage of all unique messages sent by a segment that were clicked and messages clicked more than once are not double counted; click-to-open rate: unique clicks as a percentage of unique opens; monthly send rate: average number of emails received by a sender's recipients over the course of a month

Methodology: Data is from the April 2018 SendGrid 2018 "Global Email Benchmark Report." Data is based on more than 50 billion emails sent worldwide from over 100,000 different senders to more than 2 billion different recipient addresses in 2018 via the SendGrid platform. The study may not be representative of personal email. SendGrid is a transactional and marketing email provider.