Average open and click rate of 2,000 campaigns, and performance look-up table

In Email Marketing by Xu CuiLeave a Comment

Let’s say the open rate of your recent campaign is 15%, and the click rate is 1%. You may wonder – is this normal? How does the number compare with industry average?

Here we compiled the open and click rate of about 2,000 campaigns in the past 6 years. The recipients are life science researchers. You may use it to gauge your campaign performance.

Average and standard deviation

The average unique open rate is 13.56% with standard deviation 7.5%; the average click rate is 0.85%, with standard deviation 1.2%. Please understand here we define the click rate as the number of unique clicks divided by the number of recipients. Some platforms may use a different definition – for example the number of clicks dividied by the number of opens – and that’s not what we use here.

Distribution plot

Distribution of open rate
Distribution of open rate

Performance look-up table

If you want to find out your ranking, you may use the following look-up table. For example, if your open rate is 20%, then you are top 16.3%; if your click rate is 2%, then you are top 9.7%.

Open RateTop %
How many campaigns are better?
0%100.0%
1%99.8%
2%99.6%
3%98.5%
4%96.8%
5%93.7%
6%87.7%
7%82.8%
8%77.8%
9%71.9%
10%64.1%
11%56.1%
12%50.5%
13%43.8%
14%37.9%
15%32.9%
16%29.1%
17%25.7%
18%22.5%
19%19.3%
20%16.3%
21%13.7%
22%11.3%
23%9.8%
24%8.2%
25%6.9%
26%6.3%
27%5.3%
28%4.6%
29%4.1%
30%3.8%
Click RateTop %
How many campaigns are better?
0.0%100.0%
0.1%92.2%
0.2%77.4%
0.3%65.0%
0.4%55.1%
0.5%47.0%
0.6%39.8%
0.7%34.3%
0.8%29.1%
0.9%25.7%
1.0%22.8%
1.1%20.4%
1.2%18.6%
1.3%17.4%
1.4%16.2%
1.5%14.6%
1.6%13.0%
1.7%12.0%
1.8%11.3%
1.9%10.7%
2.0%9.7%
2.1%8.9%
2.2%8.1%
2.3%7.6%
2.4%7.0%
2.5%6.6%
2.6%6.5%
2.7%6.2%
2.8%5.7%
2.9%5.4%
3.0%5.3%
3.1%5.2%
3.2%4.9%
3.3%4.5%
3.4%4.3%
3.5%4.1%
3.6%3.9%
3.7%3.6%
3.8%3.3%
3.9%3.1%
4.0%3.1%
4.1%2.7%
4.2%2.5%
4.3%2.5%
4.4%2.4%
4.5%2.3%
4.6%2.1%
4.7%1.9%
4.8%1.7%
4.9%1.7%
5.0%1.7%
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