A broader point of reference
We do not have a verified insurance-only dataset for this page. As a broader, imperfect comparison, Mailchimp's benchmark report lists 31.35% average opens and 2.78% average clicks for Business + Finance. This category is not specific to insurance.
Mailchimp says the report was last updated in December 2023 and covers tracked campaigns sent to at least 1,000 subscribers by customers who reported their industry. Results differ by audience and campaign type, and Apple Mail Privacy Protection can affect open rates. Do not treat this historical figure as an insurance target.
Measure insurance campaigns
Separate renewal reminders and policy communications from promotional and cross-sell messages. For each, record delivered emails, unique clickers and the next meaningful action, such as a quote request or renewal. Agree how that action is attributed and over what period.
For example, 150 unique clickers from 5,000 delivered emails gives a 3% unique click rate. Calculate yours with the click-through rate calculator, and compare similar messages sent to similar audiences.
Practical improvements to test
- Segment by policy type and stage of the customer relationship.
- Make renewal deadlines and the action required easy to understand.
- Reduce friction in the quote journey while handling personal data appropriately.
- Test content and timing; respect consent, applicable rules and unsubscribe requests.
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Measure Your Own Email Performance
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