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North America is behind Oceana when it comes to email open rates. But it is by far the leader in the world in click-through rates and other key metrics, judging by 2023 Email Marketing Benchmarks, a study by GetResponse.
The average North American open rate is 31.02%, compared to 37.93% for Oceana. But North America is above the world average of 26.8% and beats Europe and Asia.
Moreover, North America has an average click-through rate of 2.96% and a click-to-open rate of 9.56%.
In contrast, Europe has a click rate of 2.34% and click-to-open rate of 7.61%. The worldwide average click-through rate is 1.89% and the click-to-open rate 7.01%.
As an individual country, the U.S. has an open rate of 30.74%, a click-through rate of 2.68% and click-to-open rate of 8.72%.
However, the U.S. is outpaced by several countries in click-to-open rates, including Canada (20.12%), Germany (12.11%), (Ukraine (9.56%), India (9.82%) and Israel (9.02%).
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The U.S. also has one of the world’s worst bounce rates: 5.18%, second only to Peru (5.32%). In contrast, Great Britain has a 2.32% bounce rate, followed by France at 2.01% and Germany at 1.77%. But the U.S. has a paltry 0.08% unsubscribe rate.
The average global unsubscribe rate is 0.01% and the average bounce rate is 2.57%.
The three top-performing countries in open rates are the Netherlands, France and Australia, each of which offers a high level of privacy protection, writes Michal Leszczynski, head of content marketing & partnerships at GetResponse.
Similarly, the countries with some of the highest click-through rates are the regulated nations of Canada, Germany and Belgium, Leszczynski notes.
Among industries, Communications, Publishing and Financial Services have higher-than-average click-through rates, whereas Health & Beauty, Healthcare and Internet Marketing have the lowest. Travel has the highest bounce rate: 6.83%.
GetResponse analyzed almost 7 billion messages out of nearly 30 billion emails sent by its customers throughout 2022. It looked only at active senders with at least 500 contacts.
To be relevant, it seems this data should be broken out in some way to reflect whether the recipient is a prior customer, an opt in prospect, or a new contact.
Ray Schultz is the former editor of DM News, Chief Marketer, Direct, Circulation Management and other marketing titles.
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