Email Marketing Benchmarks for SaaS

Email remains the highest-ROI marketing channel. These benchmarks help you evaluate your email performance against SaaS industry standards.

By Email Type

Different email types have dramatically different performance expectations. Transactional emails: 60-80% open, 15-30% click · Onboarding sequences: 40-60% open, 10-20% click · Product updates: 30-50% open, 5-15% click · Newsletters: 20-35% open, 2-5% click · Promotional / sales: 15-25% open, 1-3% click · Re-engagement: 10-20% open, 1-5% click

Industry Averages (B2B SaaS)

Overall B2B SaaS email marketing benchmarks across all email types. Average open rate: 25-35% · Average click rate: 2-5% · Average unsubscribe rate: 0.1-0.3% · Average bounce rate: 0.5-2% · Average spam complaint rate: < 0.1%

List Growth & Health

Benchmarks for maintaining a healthy, growing email list. Monthly list growth rate: 2-5% · Annual list decay rate: 22-30% (natural) · Re-engagement recovery rate: 5-15% of inactive · Acceptable hard bounce rate: < 2%

Related

• All benchmarks
• Glossary: Churn Rate
• Content ROI Calculator