What is Email Marketing Maturity Score?
An email marketing assessment evaluates your programme across list health, segmentation, automation sophistication, and deliverability management.
The Formula
Score = (Points Earned ÷ Maximum Points) × 100
Worked Example
A B2B email programme: list health 7/10, segmentation 5/10, automation 4/10, deliverability 8/10.
- Total = 7 + 5 + 4 + 8 = 24
- Maximum = 40
- Score = (24 ÷ 40) × 100 = 60%
📌 Email marketing maturity is 60%, good deliverability but automation and segmentation are untapped growth levers.
Why This Matters
Revenue impact
Segmented, automated email campaigns generate 320% more revenue than batch-and-blast approaches.
Efficiency
Marketing automation saves 6+ hours weekly while delivering more personalized, timely communications.
List longevity
Poor list management causes 25% annual list decay. Healthy practices preserve your most valuable marketing asset.
Common Mistakes
❌ No segmentation
Sending the same email to your entire list reduces relevance. Even basic segmentation improves CTR by 14%.
❌ Missing welcome sequence
New subscribers are most engaged in the first 48 hours. A welcome sequence captures 3x more revenue than delayed contact.
❌ No re-engagement campaigns
30% of your list becomes inactive yearly. Re-engagement campaigns recover 10-15% of dormant subscribers.
Industry Benchmarks
| Category | Good | Average | Poor |
|---|---|---|---|
| List Health | Under 2% bounce rate | 2-5% bounce | Above 5% bounce |
| Segmentation | 5+ segments active | 2-4 segments | No segmentation |
| Automation | 5+ active workflows | 1-4 workflows | None |
Source: Campaign Monitor Email Marketing Benchmarks 2025
Benchmark data sourced from Campaign Monitor Email Marketing Benchmarks 2025.