How does your email marketing performance stack up?

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Though the numbers vary across industries, knowing these benchmarks will help you gauge where you’re at now, so you can set and achieve realistic goals.

Average deliverability rate: You want your deliverability rate to be as close to 100 percent as possible.

Average open rate: 20 percent

Average clickthrough rate: 3.0 percent

Average conversion rate: Because your conversion rate is customizable, your target rate should be based on your own goals. For example, if the goal of your email campaign is to generate sales, your target rate may be a specific number of sales or transactions.

Average bounce rate: 0.42 percent

Average unsubscribe rate: The lower, the better, but you can aim to keep it below .05 percent.

Average list growth rate: If your list is growing, keep doing what you’re doing. If your list is shrinking, a checkup is in order.

Tips to improve your email marketing KPIs
Now that you understand these important email metrics, here are some ways to improve them.

To increase deliverability rates:

Don’t buy your email list
Remove email addresses that are no longer valid from your list
Avoid spam triggers, such as “click here”
To get better open rates:

Write compelling subject lines customers can’t wait to click
Keep key points in the top third of your email
Make it clear that the email is from your company
To improve your clickthrough rates:

Design a mobile-friendly email that’s easy to navigate
Have an irresistible call to action
Try video; MarTech Advisor reports that adding a video can increase click rates by 300 percent
To boost conversions:

Keep your checkout process seamless
Make sure content is useful and purposeful
Personalize emails with information you learn about your customers
To decrease bounce rates:

Remove duplicate or invalid addresses from your list
Don’t buy a list of email addresses; only send to people who have actively signed up doctor database for your list
Send new subscribers a confirmation email
To lower your unsubscribe rate:

Keep the unsubscribe link visible and accessible
Send out a survey asking why unsubscribers have decided to opt out
Be sure that you’re only emailing folks who want to hear from you
To keep your list growing:

Attract subscribers with catchy Pop Ups or Sign-Up Forms
Add an “Email to a friend” button
Include social sharing buttons
The bottom line