Email Marketing Benchmarks: Higher Ed Edition


It’s hard enough to disseminate information across the various departments of your university or college under normal circumstances, but this year has posed an entirely new set of obstacles. Email is a simple, cost-effective way for you to share information fast—but it only works if your audience engages with your messages.

Turns out, not only are higher ed institutions sending more email than ever, more people are reading, clicking, and engaging with them, too. 

To help you during this time, Campaign Monitor has partnered with our sister brand, Emma, to bring you up to date email metrics so you know exactly how your institution compares based on hundreds of millions of emails sent by other organizations in your industry.

Below, you’ll find the most recent open rates, click-to-open rates, and click-through rates for higher ed organizations. Are you above or below the benchmarks? Either way, there’s always room to improve.

After you’ve looked at the data below, download the guide to see what these numbers mean for you and how you can maintain this momentum to best serve your audience.

Because the better your email is, the more informed your Uganda WhatsApp Number List audience is. And these days, nothing is more important than that.

Email benchmarks by year

First, here’s a look at 2019 and 2020 email metrics. Like we already mentioned, this tumultuous year has meant better engagement for email:

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Universities and colleges are sending more email than ever, and audiences are engaging at a record-setting rate.

For this graph, we looked at the emails sent between January and September of the specified year.


Note: Unsubscribe rates and bounce rates are often included in our benchmarks, but those metrics remained consistent, making their inclusion redundant. For simplicity’s sake, we left them off the graphs. The unsubscribe rates stayed at 0.1% and bounce rates hovered around 0.6%.

To see what these metrics mean for you—and how you can improve yours if you fall short—download the guide.

Email benchmarks broken down by month

Let’s look at how people engaged with email each month since universities experience seasonal increases in sending volume that can have an effect on engagement. COVID-19 has also forced universities to send more emails depending on when they made changes to their class schedule and other activities on campus. To see what these metrics mean for you—and how you can improve yours if you fall short—download the guide.


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