Email Marketing monitor: compare your campaigns with your industry

The Marketing monitor looks at the campaigns and newsletters you sent in the chosen period (90 days unless you change it) and compares four numbers with the average for your industry:

• Open rate: opens divided by emails delivered. Higher is better.
• Click rate: people who clicked divided by emails delivered. Higher is better.
• Unsubscribe rate: unsubscribes divided by emails delivered. Lower is better.
• Bounce rate: bounces divided by emails sent. Lower is better.

The dial combines all four, with clicks counting most. Above average means you are ahead of your industry overall, Average means you are close to it, and Below average means the tactics on the page are worth trying.

Some mail apps open every email automatically to protect privacy, so open rates run high for every sender, including the industry figures. Clicks are the number to trust.

Industry averages come from the GetResponse Email Marketing Benchmarks 2024 report (2023 data). Your choice under Compare to is saved for your whole workspace.

Sending to everyone is the quickest way to lower open rates. Build a segment in Email → Segments (for example people who opened in the last 90 days, or contacts from one source) and choose it as the audience when you create the campaign. The monitor counts a campaign as using this tactic when its audience is a saved segment.

Testing two subject lines shows which one earns more opens. Subject A/B tests are available on emails in sequences and automations today, and are coming to campaigns.

Add the First name merge tag to the subject line, for example "{{first_name|there}}, your weekly specials". The part after the bar is used when a contact has no name. The monitor counts a campaign when its subject has a first-name or full-name tag.

Preview text is the short line most inboxes show next to the subject. Fill in Preview text in the campaign's Message step with a sentence that follows on from the subject. Without it, inboxes show the first words of the email instead.

In the campaign's Schedule step, choose a date and time when your audience usually reads email instead of sending straight away. The monitor counts a campaign as scheduled when it went out more than 10 minutes after it was scheduled.

Emails with one obvious next step get more clicks than emails with many competing links. Add a single Button block with a short action label, such as "Shop the specials". The monitor counts a campaign when the email has exactly one button.

Use merge tags such as first name or company in text blocks and button labels so the email reads as if it was written for each person. The monitor counts a campaign when its body or a button label has a merge tag.

The Engagement page shows how people respond over time. Use it to decide who to target, then build a segment on "opened in the last N days" (to reward active readers) or "not opened in the last N days" (for a win-back email). The monitor counts a campaign when its segment uses one of these open rules.

Send clicks to a page built for the offer rather than your home page. Create one in Email → Landing Pages, publish it, and use its address as the button link. The monitor counts a campaign when a button links to a ProfilePilot landing page.

Most people read email on a phone. Keep to a single column and include real text, not only images. Emails that are mostly images are also more likely to land in spam. The monitor counts a campaign when it has no two-column blocks and enough text alongside its images. The starter templates follow this layout.