Global benchmark report 2026
Are your email and mobile marketing metrics good, bad… average? Find out how your numbers compare to others in your industry and region alongside practical advice to improve.
Dotdigital analyzed a year’s worth of email, SMS, MMS, and WhatsApp marketing campaigns.
Get the breakdown on customer engagement benchmarks for your specific industry.
See exactly how customer engagement differs across the globe, looking at EMEA, Americas and APAC.
Campaigns
Dotdigital analyzed a year’s worth of email, SMS, MMS, and WhatsApp marketing campaigns.
Industries
The report inclGet the breakdown on customer engagement benchmarks for your specific industry.udes deep dives into a comprehensive range of over 40 industries to provide relevant insights.
Continents
See exactly how customer engagement differs across the globe, looking at EMEA, Americas and APAC.
As well as unsubscribe rate benchmarks, get expert advice from our in-house team on how to keep unsubscribes low, boost delivery, and increase marketing sign-ups.
Chief Marketing Officer, Dotdigital
“By drawing on anonymized data from our platform, we’ve created a resource that reflects global trends and helps you measure your own progress. What emerges is a reminder that no single channel can carry the weight of customer engagement alone.”
Email click-through rate and click-to-open rate both sit at 3.7%. As consumer behavior shifts toward lower clicks, we explain how marketers need to pivot to maintain engagement and measure success.
SMS sees a click-through rate of 25.7%, seven times higher than email. WhatsApp also has garnered impressive results with click rates of around 51%. Proving mobile marketing channels are strategy essentials.
Juliette Aiken
Chief Marketing Officer, Dotdigital
“By drawing on anonymized data from our platform, we’ve created a resource that reflects global trends and helps you measure your own progress. What emerges is a reminder that no single channel can carry the weight of customer engagement alone.”
Email click-through rate and click-to-open rate both sit at 3.7%. As consumer behavior shifts toward lower clicks, we explain how marketers need to pivot to maintain engagement and measure success.
SMS sees a click-through rate of 25.7%, seven times higher than email. WhatsApp also has garnered impressive results with click rates of around 51%. Proving mobile marketing channels are strategy essentials
How to use this marketing benchmark report
Use the data to see how your marketing performance compares across channels, regions, and industries. Alongside the benchmarks, you’ll get actionable guidance and frameworks from Dotdigital experts to help you exceed every benchmark.
With this report, you can:
Add credibility and context to your reporting with industry and regional benchmarks
Turn performance data into a clear narrative that shows the value of your role and team
Inform your 2026 strategy using real customer engagement data, not guesswork
Build a stronger case for investment—whether that’s headcount, new channels, or better technology
Marketing benchmark FAQs
The global benchmark for email open rate is 55.4%, seeing an increase year-on-year. Get regional and industry specific open rates in the full report.
The global benchmark for click-through rate (CTR) is 3.7%, dropping to 1.4% for unique click-through rate. Learn how to react to declining click rates in the full report.
Dotdigital customers saw a global average unsubscribe rate of just 0.14%. Get advice on how to lower yours in the full report.
SMS marketing sees a global click-through rate of 25.7% – which is seven times the rate of email. Get SMS marketing advice in the full report.
