Approval Request Email Benchmarks
Approval request emails are transactional notifications sent when a user action requires authorisation from another person. Common examples include manager approval for purchases, document sign-off requests, and workflow approvals.
| Metric | Average | Above Average | Excellent |
|---|---|---|---|
| Open Rate | 55-70% | 72%+ | 80%+ |
| Click-Through Rate | 30-50% | 52%+ | 60%+ |
| Click-to-Open Rate | 55-70% | 72%+ | 80%+ |
| Approval Completion Rate | 50-65% | 68%+ | 75%+ |
Why These Benchmarks Matter
Approval request emails have high engagement because they directly affect the recipients work — a pending action requires their response. Fast approval turnaround improves business efficiency.
Approval Request by Industry
| Industry | Open Rate | Click Rate | Completion Rate |
|---|---|---|---|
| SaaS / B2B | 55-70% | 30-50% | 50-65% |
| Enterprise | 58-72% | 35-52% | 55-70% |
| Professional Services | 55-68% | 30-48% | 50-65% |
Best Practices
- State the request clearly: The subject line should indicate an action is required. "Approval needed: Purchase order #1234" is clearer than a generic notification.
- Include context: Briefly explain what is being approved and why. Context reduces the time needed to make a decision.
- Make approval one click: Include a direct approval link that does not require login. Every click of friction reduces completion rates.
- Set a deadline: If the approval has a time limit, state it clearly. Deadlines create urgency and prevent stalls.
- Offer decline option: Make it easy to decline with a reason. This prevents the request from sitting in limbo.
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Frequently Asked Questions
55-70% is typical. Above 72% is excellent. The high engagement is driven by the recipients awareness that action is required.
An approval request requires action from the recipient. A notification is informational. The distinction is important because approval requests should be flagged as requiring action while notifications can be lower urgency.
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