{"id":21387,"date":"2024-10-10T00:00:00","date_gmt":"2024-10-10T00:00:00","guid":{"rendered":"https:\/\/www.mailgun.com\/blog\/benchmarks-setor-e-mail\/"},"modified":"2026-09-15T17:31:56","modified_gmt":"2026-09-15T17:31:56","slug":"benchmarks-setor-e-mail","status":"publish","type":"blog","link":"https:\/\/www.mailgun.com\/pt\/blog\/email\/benchmarks-setor-e-mail\/","title":{"rendered":"Benchmarks do setor de e-mail e estat\u00edsticas de entregabilidade: insights de 2024"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">As 2024 comes to a close, it\u2019s the perfect time to reflect on the email marketing trends that shaped the year. Understanding the benchmarks from 2024 can help you craft even more effective strategies for 2025.<\/p>\n\n<p class=\"wp-block-paragraph\">Let\u2019s explore Sinch Mailgun\u2019s data and insights from 2024.<\/p>\n\r\n    <nav data-content-type=\"longform\" class=\"toc-block longform-spacings px-5 py-6 px-md-6 px-lg-7 py-md-7 bg-light fs-sm rounded-lg\" aria-labelledby=\"toc-title-1421\"><p class=\"h5 m-0\" id=\"toc-title-1421\">\u00cdndice<\/p><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">01<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#industry-benchmarks-a-snapshot-of-email-performance-in-2024\">Industry benchmarks: A snapshot of email performance in 2024<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">02<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#regional-variations-global-email-engagement-in-2024\">Regional variations: Global email engagement in 2024<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">03<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#key-send-times-maximizing-engagement-in-2024\">Key send times: Maximizing engagement in 2024<\/a><a class=\"scrollme link-body-color\" href=\"#daily-engagement-trends\">Daily engagement trends<\/a><a class=\"scrollme link-body-color\" href=\"#hourly-engagement-insights\">Hourly engagement insights<\/a><a class=\"scrollme link-body-color\" href=\"#key-takeaways-for-optimal-send-times\">Key takeaways for optimal send times<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">04<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#deliverability-best-practices-that-defined-2024\">Deliverability best practices that defined 2024<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">05<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#looking-ahead-preparing-your-email-strategy-for-2025\">Looking ahead: Preparing your email strategy for 2025<\/a><a class=\"scrollme link-body-color\" href=\"#key-areas-to-watch-in-2025-may-include\">Key areas to watch in 2025 may include:<\/a><\/div><\/div><\/nav>\n<h2 class=\"wp-block-heading\">Industry benchmarks: A snapshot of email performance in 2024<\/h2>\n\n<p class=\"wp-block-paragraph\">To understand how your email campaigns measure up, it can be helpful to benchmark your performance against industry standards. By analyzing key metrics like open rates, click-through rates, and unsubscribe rates, you can gain insight into the effectiveness of your email strategy.<\/p>\n\n<p class=\"wp-block-paragraph\">We\u2019ve gone ahead and organized some of this data for you. Check out these key email metrics by industry averaged globally, based on Sinch Mailgun data collected throughout 2024:<\/p>\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Indu\u00adstr\u00ady<\/th><th>Open\u00ad Rate\u00ad<\/th><th>Clic\u00adk-Through Rate\u00ad<\/th><th>Unsu\u00adbscribe Rate\u00ad<\/th><\/tr><\/thead><tbody><tr><td>Inte\u00adrnet Soft\u00adware and Serv\u00adices<\/td><td>24.88%<\/td><td>3.29%<\/td><td>0.10%<\/td><\/tr><tr><td>Hea\u00adlt\u00adhc\u00adare<\/td><td>29.55%<\/td><td>3.42%<\/td><td>0.03%<\/td><\/tr><tr><td>Edu\u00adca\u00adti\u00adon<\/td><td>19.75%<\/td><td>1.95%<\/td><td>0.03%<\/td><\/tr><tr><td>Reta\u00adil &amp; eCom\u00admerce<\/td><td>22.35%<\/td><td>3.36%<\/td><td>0.05%<\/td><\/tr><tr><td>Fin\u00adan\u00adce<\/td><td>17.30%<\/td><td>1.72%<\/td><td>0.03%<\/td><\/tr><\/tbody><\/table><\/figure>\n\n<p class=\"wp-block-paragraph\">These industry insights provide a starting point for assessing your strategy. Whether you\u2019re in finance, ecommerce, or healthcare, understanding these benchmarks can help you see where your email program falls, and help you optimize your engagement and deliverability.<\/p>\n    <div data-content-type=\"longform\"  class=\"callout text-body-color px-5 py-6 px-md-6 px-lg-7 py-md-7 longform-spacings rounded-lg bg-light\" data-theme=\"light\">\r\n\r\n        <div class=\"content-body\"> The customer experience should greatly influence how you send messages. We\u2019ve got some more data for you on where and how customers like to receive messages, and how best to leverage your emailing. <a href='https:\/\/www.mailgun.com\/pt\/blog\/email\/email-cx-principais-conclusoes\/'>Learn more in our customer experience key takeaways.<\/a><\/div>\r\n    <\/div>\r\n\n<p class=\"wp-block-paragraph\">Like with real estate, sometimes email is all about location. Now that we\u2019ve taken a look at some industry trends, let\u2019s get a quick snapshot of how different regions perform with email overall.<\/p>\n\n<h2 class=\"wp-block-heading\">Regional variations: Global email engagement in 2024<\/h2>\n\n<p class=\"wp-block-paragraph\">Email performance in 2024 showed a few variations in rates throughout regions:<\/p>\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Regi\u00adon<\/th><th>Open\u00ad Rate\u00ad<\/th><th>Clic\u00adk-Through Rate\u00ad (CTR\u00ad)<\/th><th>Unsu\u00adbscribe Rate\u00ad<\/th><\/tr><\/thead><tbody><tr><td>Nort\u00adh Amer\u00adica<\/td><td>36.80%<\/td><td>1.15%<\/td><td>0.01%<\/td><\/tr><tr><td>Eur\u00adop\u00ade<\/td><td>15.92%<\/td><td>1.54%<\/td><td>0.03%<\/td><\/tr><tr><td>Asia-Pacific<\/td><td>35.80%<\/td><td>0.81%<\/td><td>0.02%<\/td><\/tr><\/tbody><\/table><\/figure>\n\n<p class=\"wp-block-paragraph\">Regardless of <i>where<\/i> you send, there seems to be a lot more synergy around <i>when<\/i> you send from a global perspective. When you\u2019re planning your campaigns, especially heading into the holiday sending season, keep these days and times in mind for messaging.<\/p>\n\n<h2 class=\"wp-block-heading\">Key send times: Maximizing engagement in 2024<\/h2>\n\n<p class=\"wp-block-paragraph\">Understanding when your audience is most likely to engage with your emails is crucial for optimizing your email marketing strategy. Our data from 2024 reveals clear patterns in email engagement throughout the week and day.<\/p>\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" class=\"wp-image-4148\" width=\"1081\" height=\"753\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/Chart_-_Clicks_-_Engagement_distribution_by_hour_of_the_day_1080.png\" alt=\"Engagement data by hour of the day and day of the week for click through rate.\" srcset=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/Chart_-_Clicks_-_Engagement_distribution_by_hour_of_the_day_1080.png 1081w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/Chart_-_Clicks_-_Engagement_distribution_by_hour_of_the_day_1080-300x209.png 300w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/Chart_-_Clicks_-_Engagement_distribution_by_hour_of_the_day_1080-768x535.png 768w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/Chart_-_Clicks_-_Engagement_distribution_by_hour_of_the_day_1080-1024x713.png 1024w\" sizes=\"(max-width: 1081px) 100vw, 1081px\" \/><\/figure>\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" class=\"wp-image-4147\" width=\"1081\" height=\"747\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/Chart_-_Opens_-_Engagement_distribution_by_hour_of_the_day_1080.png\" alt=\"Engagement data by hour of the day and day of the week for click open rate.\" srcset=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/Chart_-_Opens_-_Engagement_distribution_by_hour_of_the_day_1080.png 1081w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/Chart_-_Opens_-_Engagement_distribution_by_hour_of_the_day_1080-300x207.png 300w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/Chart_-_Opens_-_Engagement_distribution_by_hour_of_the_day_1080-768x531.png 768w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/Chart_-_Opens_-_Engagement_distribution_by_hour_of_the_day_1080-1024x708.png 1024w\" sizes=\"(max-width: 1081px) 100vw, 1081px\" \/><\/figure>\n\n<h3 class=\"wp-block-heading\">Daily engagement trends<\/h3>\n\n<p class=\"wp-block-paragraph\">Looking at the engagement distribution across the week, we can see some distinct patterns for both opens and clicks:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><b>Weekdays dominate<\/b>: Monday through Friday consistently show higher engagement levels compared to weekends.<\/li>\n\n\n\n<li><b>Mid-week peak<\/b>: Tuesday, Wednesday, and Thursday typically see the highest engagement rates with a slight favor toward Tuesday.<\/li>\n\n\n\n<li><b>Weekend lull<\/b>: Saturday and Sunday show noticeably lower engagement, with Sunday being the least active day. (Which we fully support.)<\/li>\n<\/ul>\n\n<h3 class=\"wp-block-heading\">Hourly engagement insights<\/h3>\n\n<p class=\"wp-block-paragraph\">Drilling down into hourly engagement, we can identify some peak times for sending emails:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><b>Morning rush<\/b>: A significant spike in both opens and clicks occurs in the early morning hours, typically peaking around 9-10 AM local time.<\/li>\n\n\n\n<li><b>Lunchtime boost<\/b>: A secondary peak is often observed around 12-1 PM, likely corresponding to lunch breaks.<\/li>\n\n\n\n<li><b>Afternoon engagement<\/b>: Another surge in activity is common in the mid-afternoon, usually between 2-4 PM.<\/li>\n\n\n\n<li><b>Evening wind-down<\/b>: While engagement tapers off in the evening, there&#8217;s sometimes a small uptick around 8-9 PM as people check emails before bed.<\/li>\n<\/ul>\n\n<h3 class=\"wp-block-heading\">Key takeaways for optimal send times<\/h3>\n\n<p class=\"wp-block-paragraph\">Based on this data, here are some strategies to consider for your 2025 email campaigns:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><b>Target mid-week sends<\/b>: Aim to send your most important emails Tuesday through Thursday for maximum engagement with Tuesday having the slight advantage.<\/li>\n\n\n\n<li><b>Morning primetime<\/b>: Schedule emails to land in inboxes early morning, around 9-10 AM, to catch the first engagement wave of the day.<\/li>\n\n\n\n<li><b>Afternoon follow-ups<\/b>: Consider sending follow-up emails or secondary campaigns in the mid-afternoon, around 2-4 PM.<\/li>\n\n\n\n<li><b>Test and optimize<\/b>: While these trends provide a good starting point, it&#8217;s crucial to test and refine timing based on your specific audience and industry.<\/li>\n<\/ul>\n    <div data-content-type=\"longform\"  class=\"callout text-body-color px-5 py-6 px-md-6 px-lg-7 py-md-7 longform-spacings rounded-lg bg-light\" data-theme=\"light\">\r\n\r\n        <div class=\"content-body\"> Remember, while these insights reflect general trends observed in 2024, your audience may have unique behavior patterns. Always combine these insights with your own data and A\/B testing to find the optimal send times for your specific email campaigns. Learn more about in our post about <a href='https:\/\/www.mailgun.com\/blog\/product\/send-time-optimization-announcement\/'>when to send.<\/a><\/div>\r\n    <\/div>\r\n\n<h2 class=\"wp-block-heading\">Deliverability best practices that defined 2024<\/h2>\n\n<p class=\"wp-block-paragraph\">Throughout 2024, several key practices for maintaining strong email deliverability got a little limelight thanks to the announcement and enforcement of <a href=\"https:\/\/www.mailgun.com\/blog\/deliverability\/gmail-and-yahoo-inbox-updates-2024\/\" target=\"_tabs\" rel=\"noopener noreferrer\">key sending requirements by Gmail and Yahoo.<\/a> These requirements enforce authentication, spam complaint thresholds, and unsubscribe practices. 2024 reinforced key email best practices that every sender should prioritize. Here\u2019s the advice from the pros.<\/p>\n\n<p class=\"wp-block-paragraph\">Email authentication: Using SPF, DKIM, and DMARC \u2013 remains critical for securing your sender identity and protecting against spoofing.<\/p>\n\n<p class=\"wp-block-paragraph\">Maintaining list hygiene: regularly remove inactive or invalid addresses to keep complaint and bounce rates low and your sender reputation intact.<\/p>\n\n<p class=\"wp-block-paragraph\">One-click unsubscribe: Offering an easy, <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/o-que-e-rfc-8058\/\" target=\"_tabs\" rel=\"noopener noreferrer\">single click option for unsubscribes<\/a> is now non-negotiable for bulk senders. Tools like <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/google-postmaster-tools-reputacao-remetente\/\" target=\"_tabs\" rel=\"noopener noreferrer\">Google Postmaster Tools<\/a> also became essential for sender reputation monitoring, helping marketers maintain strong engagement and minimize complaints.<\/p>\n    <div data-content-type=\"longform\"  class=\"callout text-body-color px-5 py-6 px-md-6 px-lg-7 py-md-7 longform-spacings rounded-lg bg-light\" data-theme=\"light\">\r\n\r\n        <div class=\"content-body\"> Want to dive deeper into email authentication? Check out our <a href='https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/implementar-dmarc\/'>guide on implementing DMARC<\/a>.<\/div>\r\n    <\/div>\r\n\n<h2 class=\"wp-block-heading\">Looking ahead: Preparing your email strategy for 2025<\/h2>\n\n<p class=\"wp-block-paragraph\">As we move into 2025, the email landscape continues to evolve. While the benchmarks and practices from 2024 provide valuable insights, it&#8217;s important to stay adaptable and forward-thinking.<\/p>\n\n<p class=\"wp-block-paragraph\"><b>Building a strong reputation, maintaining a clean and engaged subscriber list, and delivering relevant, high-quality content<\/b> will remain fundamental to deliverability success in the coming year. However, we anticipate new challenges and opportunities as technology and user behaviors continue to change.<\/p>\n\n<h3 class=\"wp-block-heading\">Key areas to watch in 2025 may include:<\/h3>\n\n<ol class=\"wp-block-list\">\n<li>Advancements in AI and machine learning for email personalization and metrics<\/li>\n\n\n\n<li>Evolving privacy regulations and their impact on data and sending<\/li>\n\n\n\n<li>New authentication protocols and security measures<\/li>\n\n\n\n<li>Changing user expectations around email interactivity and functionality<\/li>\n<\/ol>\n\n<p class=\"wp-block-paragraph\">But don\u2019t worry, we\u2019ll tackle these topics as they evolve.<\/p>\n    <div data-content-type=\"longform\"  class=\"callout text-body-color px-5 py-6 px-md-6 px-lg-7 py-md-7 longform-spacings rounded-lg bg-light\" data-theme=\"light\">\r\n\r\n        <div class=\"content-body\"> To stay ahead of the curve in 2025, check out what industry pro Laura Atkins had to say about <a href='https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/melhorar-taxa-entrega-e-mail\/'>the future of email deliverability in this years email camp.<\/a><\/div>\r\n    <\/div>\r\n\t<div class=\"custom-video\">\r\n\t\t\t\t\t                    <div class=\"iframe-responsive-container lazy-video rounded-lg overflow-hidden \">\r\n                <a href=\"https:\/\/www.youtube.com\/watch?v=vMG2JuWDufg\" class=\"lazy-video-link\" data-lazy-video=\"vMG2JuWDufg\" target=\"_blank\" rel=\"nofollow\" role=\"button\" data-source=\"youtube\" data-language=\"pt\" data-thumb=\"https:\/\/img.youtube.com\/vi\/vMG2JuWDufg\/maxresdefault.jpg\" title=\"Sinch Video\">\r\n                    <div class=\"btn btn-light btn-light-social btn-play btn-play-circle\">\r\n                                                    <svg aria-hidden=\"true\" data-url=\"https:\/\/www.mailgun.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/sinch\/play.svg\"><\/svg>\r\n                                            <\/div>\r\n                    <img decoding=\"async\"  src=\"https:\/\/img.youtube.com\/vi\/vMG2JuWDufg\/maxresdefault.jpg\" alt=\"The future of email deliverability | Email Camp 2024\">\r\n                <\/a>\r\n            <\/div>\r\n                        <script type=\"application\/ld+json\">\r\n            {\n    \"@context\": \"http:\/\/schema.org\",\n    \"@type\": \"VideoObject\",\n    \"@id\": \"https:\/\/www.youtube.com\/watch?v=vMG2JuWDufg#VideoObject\",\n    \"thumbnailUrl\": \"https:\/\/img.youtube.com\/vi\/vMG2JuWDufg\/maxresdefault.jpg\",\n    \"embedUrl\": \"https:\/\/www.youtube.com\/embed\/vMG2JuWDufg\",\n    \"contentUrl\": \"https:\/\/www.youtube.com\/watch?v=vMG2JuWDufg\",\n    \"name\": \"The future of email deliverability | Email Camp 2024\",\n    \"description\": \"Ever wondered how email marketing has changed over the years? Join Laura Atkins, co-founder of Word to the Wise, as she takes us on a journey through the evolution of email deliverability. \\n\\nFrom scientist to email marketing guru, Laura shares her unique insights and paints a vivid picture of where this essential digital tool is heading. \\n\\nHighlights\\n\\ud83d\\udce8 The industry is at a critical juncture, similar to the early days of email. Filters are constantly evolving, requiring senders to adapt their strategies and best practices.\\n\\ud83e\\udd14 There\\u2019s a shift in responsibility from ESPs to individual senders. New standards, like Google and Yahoo\\u2019s, are forcing senders to take ownership of authentication and reputation, making deliverability more complex.\\n\\ud83e\\udd1d Collaboration is key to navigating these changes. The email community has always been supportive, and sharing knowledge and experiences is crucial to forging a better future for deliverability.\\n\\ud83d\\udcaa We have the power to shape the future of email deliverability. Leveraging our skills, insights, and creativity, we can create a more robust and ethical email ecosystem.\\n\\u2728 Chaos breeds opportunity. This moment of change presents a chance to reimagine the deliverability landscape and build new strategies that better serve senders and recipients.\\n\\nThis session is from Day 1 of Email Camp 2024: MessageMania. Check out the rest of the sessions: https:\/\/www.youtube.com\/playlist?list=PL0BaQoZdfN0L-kpbrimuyTUjqZMeNMIwC\\n\\nDon't miss out Email Camp 2025\\nWant to be the first to know about all the sessions and speakers?\\nSign up and get Email Camp 2025 updates straight to your inbox: https:\/\/hello.mailjet.com\/email-camp-save-the-date\/\\n\\n\\n#emailcamp #email #deliverability\",\n    \"uploadDate\": \"2024-09-30T16:30:11+00:00\",\n    \"duration\": \"PT34M35S\"\n}        <\/script>\r\n        \t\t\r\n\t\t\t<\/div>\r\n\r\n\t\r\n","protected":false},"excerpt":{"rendered":"<p>Mergulhe nas m\u00e9tricas de desempenho de e-mail de 2024 nos principais setores e regi\u00f5es para comparar os seus resultados. Descubra as principais pr\u00e1ticas de entregabilidade que impulsionaram o sucesso neste ano e prepare-se para ajustar a sua estrat\u00e9gia para 2025.<\/p>\n","protected":false},"author":21,"featured_media":4074,"menu_order":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"blog_category":[20],"class_list":["post-21387","blog","type-blog","status-publish","has-post-thumbnail","hentry","blog_category-email"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Benchmarks de e-mail, estat\u00edsticas do setor e pr\u00e1ticas recomendadas de entregabilidade de 2024 - Transactional Email API Service For Developers | Mailgun<\/title>\n<meta name=\"description\" content=\"Explore as m\u00e9tricas de desempenho de e-mail de 2024 em todos os setores. 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