Behind the Scenes Email Benchmarks
Behind-the-scenes emails offer subscribers a glimpse into how products are made, who makes them and what happens inside the company. These emails build emotional connection by humanising the brand. They are not designed to drive immediate sales but to deepen the relationship that makes future sales possible.
| Metric | Average | Above Average | Excellent |
|---|---|---|---|
| Open Rate | 35-48% | 55%+ | 65%+ |
| Click-Through Rate | 4-10% | 15%+ | 22%+ |
| Click-to-Open Rate | 12-22% | 28%+ | 38%+ |
| Reply Rate | 1.5-4% | 6%+ | 10%+ |
| Unsubscribe Rate | 0.15-0.35% | Below 0.1% | Below 0.05% |
Why Behind-the-Scenes Benchmarks Matter
Behind-the-scenes content is measured differently than promotional content. Click-through rates are naturally lower because the email is not asking for a click — it is building affinity. The success metrics are open rate, reply rate and long-term retention impact. Subscribers who engage with behind-the-scenes content show measurably higher lifetime value because the emotional connection increases brand preference.
BTS Benchmarks by Content Type
| BTS Content Type | Open Rate | Reply Rate |
|---|---|---|
| Product creation or manufacturing | 38-50% | 1.5-3% |
| Team member profiles | 35-48% | 3-6% |
| Office or workspace tour | 32-42% | 2-5% |
| Founder story or origin | 40-55% | 3-7% |
| Sustainability or sourcing practices | 35-48% | 2-5% |
Best Practices
- Use authentic, unpolished photography rather than commercial imagery — the rawness is the point
- Tell a specific story rather than giving a generic overview; a single production detail is more memorable than a broad tour
- Include a call-to-action that feels natural — follow on social media, reply with questions or share your own story
- Do not include promotional CTAs; introducing a sales pitch into behind-the-scenes content undermines the authenticity
Related Benchmarks
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Account Creation Email Benchmarks
Account creation confirmation email benchmarks for open rates, click-through rates, and activation rates. Account creation emails confirm successful registration and guide users to their first action.
Account Deletion Email Benchmarks
Account deletion email benchmarks for open rates, click-through rates, and recovery rates. Account deletion emails confirm account closure and offer a final opportunity to recover the account.
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Account Verification & Confirmation Email Benchmarks
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Frequently Asked Questions
Behind-the-scenes emails achieve open rates of 35-48%. Founder stories and origin content can reach 40-55%. The human-interest angle drives higher open rates than standard promotional content.
Send once per month as a regular feature. Behind-the-scenes content works best as a recurring series rather than a one-off. Monthly frequency maintains the connection without overwhelming subscribers.
Yes, but the CTA should be relationship-building rather than sales-driven. Examples include replying to the email, following on social media or sharing your own experience. A sales CTA in behind-the-scenes content can feel jarring and reduce authenticity.