UK email marketing performance sees dramatic rise in engagement rates

Charlie Spargo's picture
by Charlie Spargo

Campaign Monitor's UK Email Benchmark Report has found that email marketing had an exceptional 2019 in Britain, performing far better overall than in the previous year.

The annual report showed that the UK's numbers still trended below global averages in terms of open rates, click-through rates (CTR) and click-to-open rates, but that the data was more closely aligned with the international statistics than before.

The UK saw an improvement in almost all metrics in email marketing - with CTR hitting 2.4% and click-to-open rates at an average of 13.4%. The only statistic that didn’t improve was open rate, which dropped just half a percentage point, from 18% in 2018 to 17.5% in 2019. 

The data was based upon Campaign Monitor's analysis of billions of emails sent throughout the UK between January and December 2019, in order to understand the year's email marketing trends.

Despite the introductions of data protection regulations like GDPR, this data shows that email is more influential here than ever. In 2018, most industries experienced lower numbers overall, while a few industries boosted the average upwards. This year, on the other hand, most industries experienced better numbers, while a few industries bring the average down.

Unsubscribe rates fell in 2019 from 2.4% to just 0.2%.

Click to see the Email Benchmark Industry Averages in full