2022 or latest email marketing benchmark - Financial industry

[duongdinh]

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!

[Beth_Massura]

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]

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-e...	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-...	The Financial Brand	22.4% (mean)

[Jo_Pitts1]

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)