Global Benchmark Report 2025
Email, SMS, and marketing automation benchmarks
Campaigns analyzed
We recorded engagements across tens of billions of email and SMS campaigns to get a full picture of what’s typical.
Industries
The report includes deep dives into a comprehensive range of over 40 industries to provide relevant insights.
Regions
We included campaigns from brands all around the globe and our findings are split into global, EMEA, APAC, and the Americas.
Campaigns analyzed
We recorded engagements across tens of billions of email and SMS campaigns to get a full picture of what’s typical.
Industries
The report includes deep dives into a comprehensive range of over 40 industries to provide relevant insights.
Regions
We included campaigns from brands all around the globe and our findings are split into global, EMEA, APAC, and the Americas.
Marketing benchmarks are more relevant than ever
As a marketer, it can be hard to know how your results compare to the competition. To know if something’s gone awry with your strategy, or if the wider industry is seeing ripples. To know if you’re delivering exceptional campaigns, or if tech updates have impacted your results.
In this report, you’ll discover the benchmarks for engagement metrics across marketing channels. Dive deep into the typical click rates, list growth, subscriber churn, and more metrics for email, SMS, and marketing automation to get an exclusive peek under the hood of cross-channel marketing in 2025.
Juliette Aiken
Chief Marketing Officer, Dotdigital
We’re always talking about the importance of customer data and letting it inform your strategy – so here’s some of ours. Anonymized and aggregated, naturally.
This report is packed with cold hard data sourced from billions of real-world campaigns across a comprehensive span of industries, regions, and brands.
Overall sends are up 23.9% YoY. With no compromise to engagement. It used to be quality over quantity, this report reveals you can have both.
Globally, SMS sees a CTR over 6x higher than email. That’s not to say we should all replace our beautifully designed campaigns with text-based messages. Instead, each channel has a place in the mix.
Juliette Aiken
Chief Marketing Officer, Dotdigital
We’re always talking about the importance of customer data and letting it inform your strategy – so here’s some of ours. Anonymized and aggregated, naturally.
This report is packed with cold hard data sourced from billions of real-world campaigns across a comprehensive span of industries, regions, and brands.
Overall sends are up 23.9% YoY. With no compromise to engagement. It used to be quality over quantity, this report reveals you can have both.
Globally, SMS sees a CTR over 6x higher than email. That’s not to say we should all replace our beautifully designed campaigns with text-based messages. Instead, each channel has a place in the mix.
More is more
This year’s benchmark report proves that brands can send high volumes and maintain engagement. With the right tactics at play, you can increase list growth, send volumes, engagements, and all while keeping unsubscribes incredibly low.
Email marketing isn’t going anywhere and SMS is consistently proving itself as a powerhouse for audience engagement. Our research also found that well-timed automation programs will see click rates that are double those seen for a regular send.
How to benefit from this marketing benchmark report
As well as gaining important context, you can use these benchmarks as the leverage you need to justify investment in your department, or even yourself. We all know numbers talk, so this report is a concrete way you can reinforce the value of your work to others in the business.
Alongside the numbers we share guidance, tips, and real-life success stories to inspire your marketing strategy.
Add context to your reporting. See how you stack up to the competition, globally, regionally, and in your industry.
Justify investment in your department. Whether you need more people or better tech, the value of cross-channel marketing is undeniable.
Get direction and inspiration for your 2025 strategy. Plus, we share tons of tips and advice.
