As a general guide, UK email marketing benchmarks look like this:

• Average open rate (UK): ~35–40%
• Average click-through rate (CTR): ~2–3%

For construction and architecture firms, benchmarks typically sit at:

• Open rate: ~30–45%
• Click-through rate (CTR): ~2.5–4%
• Click-to-open rate (CTOR): ~8–12%

These figures are useful — but only as context. They are not targets, and they don’t tell the whole story.

Your First Campaigns Aren’t Benchmarks

If you’re new to email marketing, the first 3–6 campaigns are directional only.

At this stage:

• Platforms like Mailchimp are still learning about your audience
• Engagement fluctuates
• List quality matters more than content

Early numbers are signals, not verdicts.

Due to Apple Mail Privacy Protection, many emails are now recorded as “opened” even when they aren’t read.

This means:

• Open rates are often inflated
• A 40%+ open rate doesn’t guarantee engagement

More meaningful metrics include:

• Click-through rate (CTR)
• Click-to-open rate (CTOR)
• Website visits
• Replies and enquiries

Construction Is Relationship-Led

Construction email marketing is not about volume or impulse clicks.

It is:

• Infrequent
• Trust-based
• Read by senior decision-makers

Many recipients read emails without clicking. That doesn’t mean they’re disengaged.

A single e-shot can:

• Reinforce credibility
• Keep your business top of mind
• Influence a tender or referral months later

A small, clean list of:

• Past clients
• Architects and consultants
• Developers
• Trusted suppliers

will always outperform a large, cold list.

If recipients don’t recognise your name, engagement drops – and deliverability suffers.

Construction emails often show:

• Strong open rates
• Modest click rates

This is normal.

Content is usually informational rather than transactional. Readers often absorb updates without taking immediate action.

A 2-4% click-through rate can be a strong result – especially if the right people are clicking.

Less Frequency, More Relevance

Weekly emails rarely work for construction firms.

A better cadence is:

• Monthly or bi-monthly
• Linked to genuine updates: projects, insights, people, awards

Sending more emails won’t improve results. Sending more relevant ones will.

For construction companies, email marketing supports:

• Credibility
• Consistency
• Visibility
• Trust

Leads often arrive indirectly:

“I’ve been seeing your emails for a while…”
“You came to mind when this opportunity came up…”

Email supports business development — it rarely replaces conversations.

Email marketing performance improves as you:

• Refine subject lines
• Learn what content resonates
• Segment audiences
• Build consistency

Meaningful insight usually comes after 6–10 campaigns, not one or two.