The State of Email Marketing in 2021

The State of Email Marketing in 2021

Email is a core marketing channel for brands of all shapes and sizes, in nearly every industry. As such, the performance of this important communications and selling tool can have a huge impact on overall marketing success and organisational growth.

As chartered marketers we have a duty to keep on top of the latest trends, and therefore we recently took part in a webinar hosted by email marketing software providers  “Campaign Monitor” called “The State of Email Marketing in 2021”.

During the webinar, the guest panel discussed;

  • The biggest trends in key email metrics every marketer needs to know
  • How COVID-19 influenced email marketing performance across different industries
  • Short-term wins and long-term plans to help you beat the average and leapfrog to the front of the pack
  • Inspiration, guidance, and real success stories from high-performing email marketers

In this article we have summarised the key actions that can be applied to your own email marketing campaigns.

Average benchmarks for all industries in 2020

Stats play a huge role in analysing how successful an email campaign is, but unless you are an email marketing professional it’s hard to know what a successful campaign looks like.

Having analysed over 100 billion emails, Campaign Monitor provided the following global industry wide statistics in order to enable marketers to  benchmark the performance of their campaigns.

  • Average open rate: 18.0%
  • Average click-through rate: 2.6%
  • Average click-to-open rate: 14.1%
  • Average unsubscribe rate: 0.1%

Sector Statistics

As the outsourced marketing manager for businesses in a variety of sectors, the graphic below has also enabled for us to benchmark our clients campaigns against others within the same industry sector

Email Marketing Stats by Sector

 Email benchmarks by day

When to send out an email campaign is possibly the most commonly asked and debated question within the world of email marketing.

Traditionally it was thought that sending out a campaign on a Friday was a complete ‘no no’. Campaign Monitor, however, have debunked that theory by analysing the data and proving that campaigns sent out on a Friday actually achieved the highest engagement rate.

Unsurprisingly, it was found that Saturday was the worst day to send out a campaign – even during a pandemic!

Best Daya to send an email marketing campaign

To view the full webinar, you can watch it by clicking here.

Hopefully this article has given you a better insight as to how we benchmark our email campaigns. If you would like help to improve or develop and implement your email marketing strategy, please get in touch.


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