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What’s the average response rate to emails?

Ever wondered what open rates and click-throughs other companies are getting? Want to know if you match up?

This report is the result of an analysis of over 1.1 billion email messages sent through the Sign-Up.to online marketing platform in the 12 months from 1st January – 31st December 2012. These email campaigns are all from small-medium sized UK organisations. All of these messages were permission-based and sent to opted-in lists (never to 3rd party or purchased lists). The 22 sectors listed here have been self-selected by the senders.

The average results for UK SME email marketing campaigns, across all industries, were:

Open rate: 21.47%
Click-through rate: 3.16%
Unsubscription rate: 0.47%
Click-to-open rate: 14.72%
Unsubscribe-to-open rate: 2.29%

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