Email Marketing Insights and Metrics Report

Boost the impact of your email campaigns with tips from our Monthly Email Marketing Metrics Report. Use these email marketing benchmarks to increase your engagement, get more conversions, and scale your business faster!


Emails opened on mobile


Emails opened using Gmail


Average email open rate


Day of Highest CTR - Friday

Email Sends by Day

This chart displays the total amount of emails sent on each day and the respective average open rates. The data below is for the previous six-month period.

What’s the best day to send an email?

Friday takes the top spot as the best day to send, recording the highest click-through rate of 7.11%. Friday also has the highest open rate and a relatively lower send count. That means less competition in the inbox so your recipients are more likely to open your email campaigns. 

PRO TIP: Looking to boost your engagement? Here’s our take on how create compelling email content to get more clicks and opens.


Open Rates

This chart looks at all the Open Rates for each send, then calculates an overall average. Compare the overall rate with your industry using the drop-down.

How to improve your open rate

On average a healthy open rate will tend to sit around 20-30%, however, this will vary across industries. We recommend using the drop-down box in the graph above to filter open rates for your industry. 

While open rates do not give an accurate benchmark for success they are an important metric for judging the effectiveness of your subject line and preview text. If your open rates are underperforming, it might be time to reassess your call-out in your subject lines.

Here’s some of our expert tips to help you score more opens:

Want to know more? Check out our short, sharp powersession video: Tips and Tricks to Increase Your Open Rate

Click-Through Rates

This chart looks at the Click-Through-Rates for each send then calculates an overall average. Compare the overall rate with your industry using the drop-down.

How to make your content more click-worthy

Average click-through rates (CTR) are sitting around 6.5%. Keep in mind that this figure calculates the percentage of total clicks from the total number of emails sent. 

Tracking CTR metrics not only help to attribute website traffic, conversions, and ROI, but it can also reveal insights into effective (and ineffective) email design. You can access click maps under our reporting tab to gain a better insight into how your email content is performing and what content is popular with your audience. You’ll also see which design elements work best at driving more email clicks. 

Here are a few tips and tricks to help design your emails for better engagement:

  • Use conditional content to hyper-personalise images, content and button links to each subscriber 
  • Refresh your email design according to the latest email design best practices
  • Spark interest by adding elements of interactivity to your emails 
  • Make sure your CTAs are positioned “above the fold” so subscribers don’t miss them
  • Offer stronger incentives to entice conversions

Check out our ultimate guide Everything You Need to Know About Email Design to find out more.

Bounce Rates

This chart looks at Bounce Rates for each send then calculates an overall average. Compare the overall rate with your industry using the drop-down.

How to reduce bounces and keep a healthy sender reputation

Average bounce rates generally sit around 2%. If the majority of your bounces are temporary there’s no need to sound the alarm bells. Re-sending your email message to all temporary bounces 1-2 days later usually allows enough time for inbox errors to resolve. 

If your bounce rate is consistently higher than 5%, it may mean your database is in need of a good spring clean by removing all permanent bounces from your lists to avoid harming your sender’s reputation. You can even try conducting a Litmus Inbox Test through our system to test your email’s accessibility and make sure it’s error-free before sending.

Here’s some best practices to help reduce bounce rate and avoid the spam inbox:

  • Clean up your database by removing spambots, inactive users and dead email addresses
  • Set up double opt-ins for people subscribing to your database
  • Don’t buy a subscriber list 
  • Avoid spammy headlines 
  • Avoid using links that are shortened URLs
  • Authenticate your email domain


Mobile vs Desktop

This chart shows the popularity of the different platforms people use to open their emails.

What device is this month’s favourite?

For the past couple of months, we’ve seen desktop become the more favourable device for opening and reading emails. However, with the Mail Privacy Protection Update, it’s become increasingly hard to track opens on mobile for subscribers using Apple Mail. So it’s just as important to make sure your emails are optimised for mobile. 

Luckily all our templates are mobile responsive. But if you’re experimenting with different fonts or adding interactive elements to your emails make sure you run an inbox test to beforehand to check your emails are error-free.

Here are a couple of pointers to keep in mind when designing an email for a tinier screen:

  • Make sure your emails are optimised for both light and dark mode
  • Use a one to two columns layout for your emails so you’re not forcing your readers to horizontally scroll
  • Don’t use too many images or attach large files that are going to slow mobile speed time
  • Keep your subject lines within the 25-30 character limit so your headline doesn’t get cut-off
  • Make sure your buttons are easily clickable

Want more tips? Check out our short, sharp powersession video: Powersession: Optimise for mobile

Top 5 Email Clients

This chart shows the Top 5 Email Clients people use in a desktop and web-accessed email environment.

What email clients are your subscribers using?

Gmail continues to reign supreme as one of the top email clients, however, over the years we’ve seen web-accessed mail overtake desktop clients in popularity as people and businesses move their applications to the cloud. If you’re using animated images, videos or fancy fonts it’s important to check whether it renders across these top 5 email clients. You can conduct a litmus test before sending and filtering these top emails in your search so you can see exactly how your email displays on each of your subscribers’ screens.

Here’s some helpful tips to consider when designing your next email campaign:

  • Use best practices when adding gifs to your emails
  • Use web-safe fonts to avoid 
  • Add alt text for all your images as many mail clients automatically block images 
  • Use JPEGs over PNGs because they are more widely supported across email clients