Year in Review Email Benchmarks
Year in Review emails, popularised by Spotify Wrapped, recap a subscriber's activity, achievements, or usage over the past year. They generate exceptional engagement because they are personalised, shareable, and emotionally resonant.
| Metric | Average | Above Average | Excellent |
|---|---|---|---|
| Open Rate | 40-60% | 65%+ | 75%+ |
| Click-Through Rate | 15-25% | 28%+ | 35%+ |
| Forward / Share Rate | 5-15% | 18%+ | 25%+ |
| Social Share Rate | 3-8% | 10%+ | 15%+ |
| Unsubscribe Rate | 0.1-0.3% | Below 0.1% | Below 0.05% |
Why These Benchmarks Matter
Year in Review emails are one of the few email types that subscribers actively look forward to and share with others. They serve as both engagement and acquisition tools — a well-executed Year in Review generates organic word-of-mouth and new subscribers.
Year in Review Benchmarks by Industry
| Industry | Open Rate | Click Rate | Share Rate |
|---|---|---|---|
| SaaS / Software | 40-55% | 15-25% | 5-12% |
| Media / Publishing | 45-60% | 18-28% | 8-18% |
| Ecommerce | 35-50% | 12-22% | 3-8% |
| Nonprofit | 50-65% | 20-30% | 10-20% |
Best Practices for Year in Review Emails
- Personalise with the subscribers own data: Use activity data to create a personalised recap. "You sent 247 emails this year" is more compelling than generic year-end content.
- Include shareable visuals: Create a visual summary that subscribers want to share on social media. Shareable Year in Review emails generate significant organic reach.
- Send at the right time: Late December (Christmas week to New Year) is the optimal window. Subscribers are reflective and more likely to engage with year-end content.
- Make it scrolly and interactive: Longer, visual-rich emails with animations or interactive elements outperform simple text summaries.
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Frequently Asked Questions
The optimal window is the last week of December through the first week of January. Subscribers are in a reflective mindset and more receptive to year-end content. Avoid sending on major holidays.
Include personalised activity stats (how many emails sent, top campaigns, best results), milestones (anniversary, achievements), and comparisons (how they compare to averages or last year). Make it about the subscriber's journey.
No. Year in Review emails typically have very low unsubscribe rates (0.1-0.3%) because they are highly personal and engaging. They often reduce churn by reconnecting subscribers with the value they received.
Include a secondary CTA — share your year, set goals for next year, or update your preferences. Keep the primary focus on the recap itself. The CTA should feel like an extension of the experience rather than a hard sell.
Longer than typical emails. 800-2,000 words with multiple sections and visuals is standard. The interactive, scrolly format keeps subscribers engaged. Break content into digestible sections with clear visual breaks.