Email Benchmarking Report 2023

Our annual report, written in collaboration with Deployteq and the DMA Email Council, collates direct supply-side performance data from 2022, establishing key email performance metrics through which advertiser campaigns can be benchmarked.

Open rates reached 31.8 per cent by the end of 2022. However, a closer look at the data reveals that this surge is primarily due to Apple's Mail Privacy Protection (MPP) policy, marking an email as 'open'; as soon as it is delivered to the recipient's inbox.

Click-to-open rates dropped from 9.9 per cent in 2021 to 4.4 per cent in 2022, a decline attributed to the stable click rates year-on-year at 1.5 per cent.

"While click-through rates have remained stable year-on-year, and are down versus two years ago, this performance is relatively strong against the overall backdrop of performance marketing effectiveness at the moment" said Ian Gibbs, Director of Insight at the DMA. 

Growing deliverability rates

Nearly all sectors observed a year-on-year increase in delivery rates.

Retail reached new highs of 98.9 per cent respectively in 2022, and the Finance sector, after years of low deliverability, experienced a positive increase to 98.8 per cent.

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