Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past webinars and other events.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Email and SMS Marketing KPIs.

Industry average benchmarks for email and SMS marketing

Email marketing has long been viewed by retailers as the most important “free” method of driving sales to past shoppers, as well as to those who allow email marketing messages who may not have previously purchased. While the costs of sending each email are arguably close to zero, there are many costs involved in executing email campaigns well—from designing and testing the offer and creative, to setting and testing targeting criteria, to optimizing campaigns in flight. More recently, SMS has been emerging as a key communication tool to those who have opted in to receiving those messages, whether those messages are promotional or informational in nature.

Insider Intelligence KPIs

Why These KPIs Matter

With both email and SMS marketing, brands strike a delicate balance between maximizing revenue and staying within thresholds that consumers deem appropriate for the volume and content of messages. Striking the right balance cannot be done in isolation—consumer expectations for email and SMS marketing are set by the broader competitive landscape. As such, benchmarking against competitors is critical for brands looking to maximize success while avoiding the dreaded unsubscribe.

List of Available Email and SMS Marketing KPIs
MetricKPI SourceData slicesCadenceGeography
Email open rateOmnisendBy email campaign typeAnnualWorldwide
Email open rateKlaviyoBy industryAnnualUS
Email click-to-openCampaign MonitorBy industryAnnualUS
Click through rateCampaign MonitorBy industryAnnualUS
Monthly click through rateKlaviyoBy industryAnnualUS
Email campaign conversion rateKlaviyoBy industryAnnualUS
Email conversion rateOmnisendBy email campaign typeAnnualWorldwide
Email bounce rateCampaign MonitorBy industryAnnualUS
SMS click ratesOmnisendNo breakoutsAnnualWorldwide
SMS conversion ratesOmnisendNo breakoutsAnnualWorldwide

Access Industry KPIs.

Industry KPIs is the most comprehensive portal for marketing, retail, and ecommerce KPIs available anywhere, with more than 30 leading sources of industry KPIs—and growing.

Click below and fill out a brief form to have one of our team members speak with you about how Industry KPIs could save you time, pinpoint your performance gaps, and help you measure new strategic opportunities for future growth.

Insider Intelligence Industry KPIs