B2B Email Marketing Benchmarks 2019: What to Watch Out for in Q2

It’s finally the second quarter of the year. As you start implementing your email strategies for Q2, let’s take a look at the latest B2B email marketing benchmarks for 2019, so that you’ll have reliable numbers to measure relative to your campaigns’ performance.

We’ve reviewed top email marketing resources and compiled some of their most crucial findings. The results we’ve gathered cover three main email marketing areas:

  • Benchmarks by Industry
  • Benchmarks by Business Size
  • Benchmarks by Location

With that said, let’s dig into the email marketing benchmarks to keep track of for 2019.

 

Benchmarks by Industry

MailChimp’s latest industry-specific email marketing benchmarks show some notable results. There continues to be a huge degree of variability in email performance by industry. Still, some of the key results are as follows:

  • Across industries, average values are: 20.9% open rates, 2.5% CTRs, 0.44% hard bounce rates, 0.01% spam complaint rates, 0.26% opt-out rates.
  • Median values are: 20.64% open rates, 2.35% CTRs, 0.39% hard bounce rates.
  • Hobbies had the highest open rates at 27.35%, while Daily Deals/Coupons had the lowest open rates at 14.92%.
  • Hobbies also had the highest CTRs at 4.78%, while Restaurants had the lowest CTRs at 1.06%.

With numbers like these, it’s important for you to set email marketing benchmarks appropriate for your industry. This helps you make a valid, apples-to-apples comparison.

 

Benchmarks by Business Size

When broken down by business size, email marketing benchmarks also tell an interesting story. Data from MailChimp show that email performance tend to vary across different business sizes, suggesting key differences in strategies and campaigns.

  • Among small businesses, companies with at least 50 employees have the highest open rate at 22.1%, while businesses with 11 to 25 employees have the lowest open rates at 19.7%.
  • In terms of CTRs, businesses with 50+ employees also had the highest click-through rates at 2.66%, while companies with 11 to 25 employees again had the lowest CTRs at 2.25%.
  • Spam complaint rates were 0.01% for all sizes of business.

As you can see, email marketing benchmarks differ from one business size to another. This is isn’t really all that surprising, since business size also influences which specific email tools and tactics to use.

 

Benchmarks by Location

A study from GetResponse shows how overall email performance vary from location to location. In particular, these numbers suggest that email marketers from various geographic regions adopt different email strategies with wide gaps in outcomes and results.

 

Continent Open Rate CTR Unsubscribe Spam Rate
Oceania 24.15% 14.53% 0.28% 0.01%
North America 19.49% 3.32% 0.19% 0.02%
Europe 26.91% 4.61% 0.27% 0.03%
Africa 18.69% 2.48% 0.16% 0.01%
Asia 20.95% 2.88% 0.13% 0.01%
South America 24.88% 3.50% 0.15% 0.02%

 

This table highlights the need to use email marketing benchmarks applicable to your specific campaign characteristics. That includes KPIs related to your location, since geographic area also plays a key role in which metrics to compare your performance against.

 

Conclusion:  As you carry out your campaigns for Q2, keep the above numbers in mind when choosing B2B email marketing benchmarks to gauge how your program is doing.