The Email Edge: Across Industries, Email Marketing's Conversion Rates Reign Supreme (New Report)

Six point six percent.

That’s the median conversion rate, according to Unbounce’s 2024 Conversion Benchmark Report. And while some industries see higher median rates on their landing pages — including events and entertainment (12.3%), education (8.4%), and financial services (8.3%) — most industries fall below that 6.6%, including SaaS at 3.8%, putting all the more importance on the converting factors that matter most.

(Source: Unbounce)

“The ongoing debate about whether email is dead or not has officially been settled,” the report says of the 19.3% conversion rate average seen by email, the highest converting channel, followed by paid social (12%) and paid search (10.9%). “Our data shows that visitors who reach your landing page via email convert 60% more than visitors from paid social, 77% more than visitors from paid search, and 370% more than visitors from display ads.”

The report found that while mobile drove five times more visitors, desktop was a better converter by an 8% average. Other factors the report highlighted were readability, with simple and short page copy converting better than complex words.

“The negative correlation between difficult words and conversion rates is 62% stronger than it was in 2020,” the report says, pinpointing the writing-level that seemed to boost conversions best as being in the 5th- to 7th-grade level. “This could be pointing to the impact of decreasing attention spans and tolerance for complexity. Research from The Science Survey shows that attention spans have decreased from roughly 2.5 minutes in 2004 to just 47 seconds in 2024.”

For more information about how to improve your email deliverability, download A Beginner’s Guide to Email Marketing by Mirabel’s Marketing Manager: