Benchmarks
How you compare with other senders here — anonymously.
Analytics → Benchmarks compares your rates with the typical sender on the platform. It answers the question published industry averages can’t: they’re mostly pre-2021 and mix wildly different kinds of sender.
What you see
For each of click rate, open rate, bounce rate, unsubscribe rate and complaint rate: your figure, the typical figure, and roughly where you sit.
High is good for some and bad for others, and the page orients each one for you — a low bounce rate is a win, and it’s shown as one.
How it stays anonymous
This is the only feature that reads across accounts, so it’s built to emit aggregates and nothing else:
- Each account contributes one rate, and the comparison is the median across accounts — so no single large or tiny sender can swing it.
- Nothing appears below a minimum number of accounts. Under that, you see nothing at all rather than a number that might describe one identifiable sender.
- Accounts below a volume floor are excluded, so a handful of sends can’t distort the field.
Nothing about anyone else is visible
No names, no per-account figures, no campaign content. Your own data contributes on exactly the same terms.
Using them sensibly
Your own trend matters more. A click rate that has doubled since January is more meaningful than being slightly above or below a median that pools every kind of sender.
Where benchmarks earn their keep is at the extremes. Well below on clicks says something is wrong with what you send. Well above on complaints says something is wrong with who you send to — and that one needs acting on quickly.
Common issues
It says there isn't enough data
Not enough qualifying accounts to publish a figure without risking identifying someone. It fills in as the platform grows — the blank is the privacy rule working, not a fault.
I'm not included
You need enough delivered mail to clear the volume floor. Keep sending.
Can I compare against my industry?
Not yet — the field is platform-wide. Per-sector benchmarks would need everyone to declare an industry.
FAQs
Can other people see my numbers?+
No. Everyone sees the same medians; nobody sees an individual account’s figures.
Why is my open rate above the median but clicks below?+
Usually subject lines doing their job while the content doesn’t follow through — though remember open rate is unreliable. The click gap is the real signal.