Email Campaign Planner
Select your campaign type, audience, and list size to get a complete campaign plan with subject line templates, send timing, content frameworks, and success metrics.
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Email Marketing Fundamentals
Industry benchmarks to help you set realistic goals and measure your email marketing performance.
Email Marketing Benchmarks by Industry
| Industry | Open Rate | Click Rate | Unsub Rate |
|---|---|---|---|
| SaaS / Technology | 21.3% | 2.5% | 0.20% |
| E-commerce / Retail | 18.4% | 2.0% | 0.25% |
| Healthcare | 23.5% | 3.0% | 0.17% |
| Financial Services | 20.2% | 2.3% | 0.22% |
| Education | 25.1% | 3.4% | 0.15% |
| Real Estate | 19.8% | 1.9% | 0.28% |
| Agency / Marketing | 17.6% | 2.1% | 0.30% |
| Nonprofits | 26.6% | 3.7% | 0.13% |
| Media / Publishing | 22.0% | 2.8% | 0.18% |
| Professional Services | 20.9% | 2.4% | 0.21% |
List hygiene matters more than list size
A smaller, engaged list outperforms a large, stale one. Remove inactive subscribers every 90 days to maintain high deliverability and engagement rates. Clean lists see 15-25% higher open rates on average.
Subject lines drive opens, content drives clicks
Spend as much time on your subject line as you do on the email body. Keep subject lines under 50 characters for mobile, use personalization when possible, and always A/B test your top two options.
Timing depends on your audience
B2B emails perform best Tuesday through Thursday, 9-11 AM in the recipient's timezone. B2C emails often perform well on weekends. The best approach is to test send times over 4-6 weeks with your specific list.
One email, one goal
Every email should have a single primary call to action. Emails with one CTA see 371% more clicks than those with multiple competing actions. If you have more to say, send another email.
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