Average E-Sports & Competitive Gaming Email Benchmarks
E-sports organisations reach highly engaged fans who want tournament schedules, team roster updates, and exclusive content. The audience skews young and mobile-first. Average open rates range from 28% to 42%, with CTR between 4% and 10%.
Key Findings
- Open rates of 28–42%, with tournament schedule and roster change emails reaching 40-50%
- Click-through rates of 4–10%, with live stream links and merchandise drops performing best
- Fan engagement spikes during major tournament seasons
- Exclusive content and behind-the-scenes access drives 2x higher engagement than public announcements
Open Rate Benchmarks
| Email Type | Open Rate Range |
|---|---|
| Tournament Schedules & Results | 40-50% |
| Roster & Team Updates | 36-44% |
| Merchandise & Apparel Drops | 30-38% |
| Exclusive Fan Content | 28-36% |
| Sponsor & Partnership Announcements | 22-30% |
Best Practices
- Send tournament-related emails timed around match schedules and time zones
- Use highlight clips and match results in post-tournament emails
- Segment by game title and team preference for relevance
- Include live stream links prominently — this is the primary content consumption method
Frequently Asked Questions
What is a good open rate for e-sports email campaigns? 28-42% is average, with tournament content reaching 40%+. The young, mobile-first audience expects timely, visually engaging content.
How can e-sports organisations monetise their email list? Merchandise drops, exclusive fan content subscriptions, and sponsor-integrated content perform best. The audience is receptive to branded content when it provides genuine value — player interviews, behind-the-scenes access, and exclusive match analysis.
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