The 2014 UK email marketing benchmark report

How do your results compare?

When you’re running a UK business it can be difficult to find meaningful data to measure your marketing against. We know, we tried.

Reports on big businesses and US firms just aren’t that useful if you're a small-to-medium sized UK business (like 99.9% of us!). That’s why we created our UK email marketing benchmark, now in its 6th year.

For our 2014 report we analysed over 1.5 billion emails sent through the Sign-Up.to platform between 1st January and 31st December 2013. These email campaigns are from small-medium sized UK organisations and public sector departments. All of these messages were permission-based and sent to opted-in lists (never to 3rd party or purchased lists).

We looked at overall averages and then segmented the data into 25 categories, based on the sector of the sending organisation.

Read on to find out how your results compare. Feel free to share and repost this data, but please attribute and link back to this page. Thanks!

Click here to download the full benchmark report

Average email campaign performance

2014 email marketing benchmark summary

Across all sectors the average results for UK email marketing campaigns showed an increase in open rate compared to the previous year, and slight changes in other results:

  • Open rate: 22.87% (2013: 21.47%)
  • Click-through rate: 3.26% (3.16%)
  • Unsubscription rate: 0.53% (0.47%)
  • Click-to-open rate: 14.25% (14.72%)
  • Unsubscribe-to-open rate: 2.29% (2.29%)

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The full 14 page benchmark report, with more graphs and data is available as a free downloadable PDF. The key data is also shown in the interactive chart below - click on an option in the legend to view/hide those results and adjust the chart scale accordingly.

Averages are a good place to start when benchmarking your performance, but there are many factors which will influence your own results.

When judging the success of your email campaigns it's important to ensure you select relevant criteria and look for incremental improvements by benchmarking against your own average results. If you'd like to find out more about this, check out our guide to email analytics.

The definitions used in this report are the same as for our previous editions.

Full 2014 benchmark report - PDF download

We've made the full 14 page benchmark report available as a handy print-out-and-keep, or save-for-later PDF version.

To receive your free copy, simply complete the form below.

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