Commentary

Follow The Bounce: Some Of The Worst Bounceback, Click Rates Are In Marketing

Email deliverability rates have jumped and bounce rates have fallen. But some sectors are doing better than others, judging by a new benchmark report from Selzy. 

Which one is doing the worst? Why, our own industry — marketing. The bounce rate for marketing is 3.21%, compared to an overall average of 1.98%. Tourism & Travel has the second highest rate — at 2.73%. 

Many things can sway bounce rates, including: 

- Email frequencies and strategies specific to each industry. 

- The age and location of the target audience, and how tech-savvy it is. 

- How well the company manages its list: Businesses that keep their lists clean have lower overall bounce rates. 

Meanwhile, a field related to marketing, Agencies/Consulting, suffered a 144.7% increase in bounces in 2023. 

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Note: This report is based largely on an analysis of over 40 billion emails sent by Selzy clients from 2020 to 2024. Selzy also reviewed findings from other sources. This may not reflect other marketers' campaign experience. And we wish there was more of a breakdown as to the types of emails — promotional, transactional, newsletters, etc. 

Marketing also has the lowest open rate average — at 21.65, compared to 34.89% for nonprofits. And it was one of the lowest-performing sectors click-through rates in 2023, with an average of 0.67%.

On the positive side, the unsubscribe rate for marketing decreased by 35.7%, and its spam rate is one of the lowest.  

In general, average deliverability rates have increased  to 96.43% — up from 94.26% in 2020. And the overall spam rate fell by 44.4% in 2023.

 

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