Benchmark Your Email
The average email list decays at 22.5% per year meaning you lose a quarter of your subscribers annually according to HubSpot data. Enter your email metrics to benchmark open rate, click rate, unsubscribe rate, list growth, revenue per email, and deliverability against averages.
Last updated: May 2026
An email marketing benchmark evaluates your email programme across open rates, click-through rates, list growth, and unsubscribe rates. Score = (ฮฃ Category Scores รท Number of Categories) ร 100. B2B Open Rate typically target 28%+.
๐ Your visitors see this on your website. Marketing teams embed this tool on their website to qualify leads โ visitors score themselves and you see their results before the first call. See plans โ
โ This is exactly what your website visitors see when you embed this tool. The only difference: their results are gated behind an email capture form, and every input is sent to your CRM.
What is Email Marketing Score?
An email marketing benchmark evaluates your email programme across open rates, click-through rates, list growth, and unsubscribe rates.
The Formula
Score = (ฮฃ Category Scores รท Number of Categories) ร 100
Worked Example
A B2B SaaS email programme: 28% open rate, 4.2% CTR, 3% monthly list growth, 0.3% unsubscribe rate.
- Open rate: 28/30 target = 93/100
- CTR: 4.2/5.0 target = 84/100
- List growth: 3/4 target = 75/100
- Unsubscribe: 0.3/0.5 threshold = 94/100
- Overall = (93 + 84 + 75 + 94) รท 400 ร 100 = 87%
๐ The email programme scores 87% โ excellent engagement with room to grow the list.
Why This Matters
ROI leadership
Email marketing returns $36 for every $1 spent โ the highest ROI of any marketing channel.
Deliverability
Poor practices damage sender reputation, reducing reach by 20-40%.
Revenue predictability
A healthy email list is a predictable revenue channel worth $1-5 per subscriber monthly in B2B SaaS.
Common Mistakes
โ Buying email lists
Purchased lists have 80%+ bounce rates, destroy sender reputation, and violate GDPR.
โ Ignoring list hygiene
Not removing inactive subscribers kills engagement rates and deliverability. Clean quarterly.
โ Over-sending
Sending daily to B2B audiences increases unsubscribes 3x. Match frequency to expectations.
Industry Benchmarks
| Category | Good | Average | Poor |
|---|---|---|---|
| B2B Open Rate | 28%+ | 18-28% | Below 15% |
| B2B CTR | 4%+ | 2-4% | Below 1.5% |
| Unsubscribe Rate | Below 0.3% | 0.3-0.5% | Above 0.7% |
Source: Mailchimp Email Marketing Benchmarks 2025
Benchmark data sourced from Mailchimp Email Marketing Benchmarks 2025.
From analyzing marketing tool performance across hundreds of websites, the tools that let visitors grade or score themselves convert 4x better than generic contact forms โ because the visitor gets personalized results, not a 'we'll get back to you' promise.
One of the most common mistakes we see when working with clients: buying email lists. Purchased lists have 80%+ bounce rates, destroy sender reputation, and violate GDPR.
Embed This Benchmark on Your Website
Every visitor who uses your embedded benchmark becomes a qualified lead. Their inputs, results, and marketing metrics are captured and sent to your CRM โ before you ever pick up the phone.
Related Tools
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Email marketing delivers an average $36 return per dollar spent according to Litmus data. Score your email program across 10 areas including list hygiene, segmentation, automation, deliverability, and personalization. Get a grade out of 100 with specific improvements to implement.
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The average email open rate across all industries is 21.3% according to Mailchimp data. Enter your emails sent, delivered, and opened to calculate your open rate. Benchmark against industry averages and track deliverability, unique opens, and campaign trends over time.
Email Benchmark Calculator
The average email click through rate is 2.62% but top performers reach 5% or higher according to Mailchimp data. Enter your email metrics to benchmark open rate, click rate, unsubscribe rate, and deliverability against industry averages. See which metrics need attention first.