Email Marketing Benchmarks for Real Estate

Services for Real Estate Pros

Ever wonder how your email blasts stack up. I stumbled across this article that reviews average open, click, bounce and abuse complaint rates by industry.

Mailchimp scanned over 272 million emails and their results are listed per industry here>>

MailChimp states: “These stats aren’t pulled from a survey of big giant corporations with million-dollar marketing budgets and dedicated email marketing teams. 70% of our customers are 1-10 employees, and they’re design-it-yourselfers. If you run a small organization, and you do your own email marketing, now you have an “apples to apples” comparison with others in your industry.”

Real Estate Averages:
Open Rate - 22.16%
Click Rate - 4.27%
Soft Bounces - 1.87%
Hard Bounces - 4.18%
Abuse Complaints - 0.07%
Unsubscribes - 0.30%

Would anyone like to share their email results? Leave a comment…


Mike Lyon is the best selling author of Browsers to Buyers: Proven Strategies for Selling New Homes Online. He currently works for a homebuilder and delivers information, statistics and “real world” examples from the trenches. You can find more articles, tips and resources at

Comments (3)

Mick Michaud
Distinctly Texas Lifestyle Properties, LLC Office:682/498-3107 - Granbury, TX
Your Texas Lifestyle is Here!

I've done direct mail as well.  A 22% open rate in direct mail would be awesome.  However, one item you or the article don't mention is conversion rate.  i.e. do they do what you want them to:  buy, visit, order, call?

about 2% is outstanding in any campaign.

Nov 16, 2008 07:07 AM
Mike Lyon
Edmond, OK

Hey Mike! Thanks for the response.

That would be a whole new article...I guess it would be hard to track an actual "action" except the click through to the website.

Nov 17, 2008 12:54 AM
Geordie Romer
Windermere Real Estate / NCW - Leavenworth, WA
Serving Leavenworth, Lake Wenatchee, and Plain

I'm running two campaigns right now using Newsberry.


81.5 % open rate over 6 weeks

44.5% CTR


81.7 % open rate

57.8% CTR

Jun 05, 2010 02:43 PM