Email Benchmarking Report 2020

For many years, the DMA in partnership with Pure360 has been collecting data for one of our most widely accessed research documents: our Email Benchmarking report, which provides a reliable benchmark that brands, service providers, and agencies can use to gauge their email performance.

The 2020 report shows that the key email metrics surveyed (delivery, open, click, and click-to-open rates) have remained on a long-term positive trend over the last five years. "It's perhaps no surprise to see that the email channel continues to enjoy strong engagement given consumers' continued appetite to receive this type of communication from their brands of choice" said Mark Ash, CEO at Pure360.

To help give marketers an even better understanding of their performance, this year we've included 'ranges' in addition to 'averages' and analysed more emails than ever before to get a deeper analysis of key email metrics.

Tim Bond, Head of Insight at the DMA, recommends "to realise the full potential of your email programme, be sure to look beyond the metrics in this report and analyse both the goal of your marketing campaigns and how you can most accurately measure that. Only then will you be able to understand the real impact and return of email".