Summary of email marketing statistics and average performance: open rate, click rate, deliverability, responsiveness, etc.
To optimize the impact of your emails and newsletters, it is important to regularly monitor the statistical reports and KPIs of your campaigns.
But what is a good open rate? How do you know if your click-through rate is average?
This article will allow you to:
- Understand the different statistics and KPIs to track (open rates, click rates, responsiveness rates, etc.)
- Put them into perspective spotify and what can you learn from that? by comparing yourself to the averages of other players in your sector
The statistics in this article are partly taken from our Brevo 2025 Benchmark , a comprehensive study of email metrics trends based on real-world Brevo data
5 key indicators: open rate, click rate, responsiveness, bounce rate and spam
To best analyze the results of your campaigns, you need to familiarize yourself with these 5 indicators:
1 – Opening rate:
Open rate (%) = number of email opens / number of emails delivered *100
The open rate corresponds to the ratio ultimately, the use of the right of emails opened by your contacts compared to the number of emails delivered.
Interpreting your opening rate allows you to assess:
- The relevance of your email subjects
- The quality and engagement of your contact list
2 – Click rate:
Click-through rate (%) = number resource data of clicks on a link in an email / number of emails sent *100
Click-through rate is the ratio of emails in which a contact clicked on a link to the number of emails sent.
For example, if you send a message to 100 contacts and 20 of them click on a link in the email, your click-through rate is 20%.
Interpreting the click rate allows us to assess:
- The relevance and interest of your offers
- The effectiveness of your calls to action
This is an important indicator for measuring the engagement of your contact base with your marketing emails.
