Activity Digest Email Benchmarks
Activity digest emails (also called roundups or digests) summarise recent activity, content, or news from a platform or publication into a single regular email. They help subscribers stay informed without checking the platform constantly.
| Metric | Average | Above Average | Excellent |
|---|---|---|---|
| Open Rate | 25-40% | 42%+ | 50%+ |
| Click-Through Rate | 4-10% | 12%+ | 18%+ |
| Click-to-Open Rate | 15-25% | 28%+ | 35%+ |
| Unsubscribe Rate | 0.15-0.4% | Below 0.15% | Below 0.1% |
Why These Benchmarks Matter
Digest emails are a staple engagement tool for platforms, communities, and publications. They keep subscribers connected between major campaigns and build the habit of regular engagement.
Digest Benchmarks by Frequency
| Frequency | Open Rate | Click Rate | Unsubscribe Rate |
|---|---|---|---|
| Daily | 15-25% | 2-5% | 0.3-0.8% |
| Weekly | 25-38% | 4-10% | 0.15-0.4% |
| Bi-weekly | 28-40% | 5-12% | 0.1-0.3% |
| Monthly | 30-45% | 5-10% | 0.08-0.2% |
Activity Digest Benchmarks by Industry
| Industry | Open Rate | Click Rate | Forward Rate |
|---|---|---|---|
| Social / Community | 25-35% | 4-10% | 2-6% |
| Media / Publishing | 28-40% | 5-12% | 2-5% |
| B2B SaaS | 25-38% | 4-10% | 1-4% |
| Ecommerce | 22-32% | 3-8% | 1-3% |
Best Practices for Activity Digest Emails
- Curate don't dump: The best digests do not include everything — they curate the most interesting or important items. 5-7 items is the optimal range. More than 10 items creates overwhelm.
- Lead with the most important item: The first item in the digest should be the most interesting or valuable. Do not bury great content below administrative or standard items.
- Use a consistent format: Subscribers should recognise the digest format immediately. Consistent structure builds the habit of scanning and finding the content most relevant to them.
- Personalise the selection: Show subscribers content based on their interests or past behaviour. A personalised digest significantly outperforms a one-size-fits-all roundup.
- Include one non-content item: A tip, quote, poll, or interactive element between content items increases engagement with the digest format.
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Frequently Asked Questions
Weekly is the most common and effective frequency for most audiences. Daily works for high-activity platforms (social media, news). Monthly works for lower-activity products or thought leadership content.
5-7 items is the optimal range. Fewer than 3 items feels thin. More than 10 items creates decision paralysis. The ideal number balances comprehensiveness with scanability.
Small, relevant thumbnails or icons next to each item improve scanability. Large hero images are not necessary for digest emails and can make the email feel cluttered.
Include the subscribers name in the greeting and personalise content selection based on their past behaviour. "Based on your interest in [topic]" creates a personal connection with the content selection.
Click-through rate is the primary metric because it measures content engagement. Forward rate is secondary. Unsubscribe rate should be monitored to ensure the digest is not causing fatigue.
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