2022 or latest email marketing benchmark - Financial industry | Community
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Duong17
New Participant
June 27, 2023
Question

2022 or latest email marketing benchmark - Financial industry

  • June 27, 2023
  • 1 reply
  • 6001 views

Hi,

Does anyone happen to have the up-to-date Marketo industry benchmark for email open/ click through rates in the financial services? (BtoB and BtoC), even asset management if there is anything as granular as that.

I've found one from Marketo but it was dated since 2018 and not having the industry breakdown.

Many thank!

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    1 reply

    B
    Beth_Massura
    New Participant
    June 28, 2023

    Hello,

     

    I often reference the Campaign Monitor Email Marketing Benchmarks Report. The current report uses 2022 data.

     

    Financial Services:

    Open Rates 27.1%

    Click-Through Rates 2.4%

    Click-To-Open Rates 10.1%

    Unsubscribe Rates 0.2%

     

    FYI, you posted your question in the Dynamic Chat Discussion board. You may want to move it to the general Products board to get more responses.

     

    Cheers,

    Beth Massura

    2022 Adobe Marketo Engage Champion

      JeffHensiek
      JeffHensiek
      New Participant
      August 17, 2023

      I was asking the same question (email benchmark rates) and - after some searching online - came up with a varying range of metrics.  Here's what I found (see table below).  With the exception of the HubSpot report, everyone else is reporting that open rates are between 20%-30%.

       

          Open Rate
      https://blog.hubspot.com/sales/average-email-open-rate-benchmark HubSpot users 41.44%
      https://go.knak.io/rs/780-LRH-126/images/2018%20Email%20Benchmark%20Survey.pdf Marketo Users 20.10%
      https://mailchimp.com/resources/email-marketing-benchmarks/ MailChimp Users 21.56%
      https://www.benchmarkemail.com/email-marketing-benchmarks/ Benchmark Email Users 20.82%
      https://www.campaignmonitor.com/resources/guides/email-marketing-benchmarks/ Campaign Monitor 27.10%
      https://www.smartinsights.com/email-marketing/email-communications-strategy/statistics-sources-for-email-marketing/ Smart Insights 28.12%
      https://www.getresponse.com/resources/reports/email-marketing-benchmarks#location-industry Get Response 26.50%
      https://thefinancialbrand.com/news/bank-marketing/digital-marketing-banking/banking-email-marketing-open-click-through-rates-40288/ The Financial Brand 22.4% (mean)
      Jeff HensiekMarketing Automation Program Manager
      Jo_Pitts1
      Jo_Pitts1
      Community Manager
      August 19, 2023

      I often wonder how 'honest' these metrics are.  

       

      One key thing that leaps out to me is whether the vendors are excluding or including opens that they are detecting as bots (corporate mail scanners, apple etc etc).

       

      it seems insane for HS to be claiming an open rate 13% higher than anyone else (unless their FinServ client base is so small as to be statistically anomalous - but that isn't the case)

       

       

       

       

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