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2024 E-learning Marketing Benchmarks

April 3, 2024
7 mins

E-learning platforms use a variety of channels, like social media, email campaigns, and search engines, to spread the word about their courses and programs. Each channel has its own strengths, whether it's connecting personally with learners or reaching a large audience quickly. 

Understanding the key metrics for each channel is crucial to set realistic goals for  your marketing team or agency, and evaluate whether those goals are met.   

Email Marketing Benchmarks for E-learning

Email marketing is a strategic communication method that involves sending targeted emails to a specific audience to promote educational products or services. For the e-learning industry, it offers significant benefits such as personalized engagement with both potential and existing learners, cost-effective promotion of courses, and the ability to track and analyze learner responses, thereby enhancing the reach and impact of educational offerings.

Here are the main email marketing benchmarks for online education businesses:

Open rateClick rateCTORUnsubscribe rateBounce rate

Source: Mailerlite

SEO Benchmarks for E-learning Industry

Search Engine Optimization (SEO) is the practice of optimizing digital content to rank higher in search engine results, making it more visible to those searching for related topics. In the e-learning industry, SEO is invaluable as it drives organic traffic to educational platforms, increases the visibility of courses and content, and helps institutions gather organic (=free) traffic to their websites. 

Compare the results of your SEO efforts with the following median values for e-learning industry:

Average Session Duration3m 20s
Engagement Rate57.19%

Source: Databox

Paid Ads Benchmarks For Online Learning

Pay-Per-Click (PPC) advertising is the method of using paid ads to direct traffic to websites or digital content, with advertisers paying a fee each time one of their ads is clicked. In the e-learning sector, PPC is crucial because it allows for immediate visibility in search engine results and a variety of other platforms, targeting specific audiences who search for online education opportunities.

This strategy ensures that courses and platforms can be prominently displayed to potential learners at the exact moment they're searching for them. By investing in PPC, you can significantly boost online presence and attract paid traffic.

Compare your campaign results to the following eLearning digital marketing benchmarks:

CPM (cost per thousand ad impressions)$25.00 when using an agency, whereas buying ads directly from vendors like Facebook or Google typically costs educational businesses around $9.31
LRC (Lead Conversion Rate)4.63%
CPL (Cost Per Lead)119.34
Win Rate (Close Rate)3.43%

Source: Databox

Social Media Ads Benchmarks For E-Learning Industry 

Social media ads offer a unique opportunity to speak to the target audience on the platforms where they spend most of their online time. Another advantage of social media ads is incredible targeting, as you get access to precise social media algorithms that know so much about the users.

These are the current social media benchmarks for eLearning industry:

Facebook Ads CTR1.31%
LinkedIn Ads CTR0.59%
YouTube Ads CTR0.56%
YouTube Average Ad View Rate35.40%
The Average YouTube Ads CPV$0.037
The Average CPM for YouTube Ads$3.70

Source: Wordstream

Free Trial Conversion Rate For Online Learning

If you offer free trials on your platform, take these metrics into account:

Visitor to Trial Conversion RateTrial to Paid Conversion Rate

Source: Firstsagepage

Source: Firstpagesage

Lifetime Value Benchmark For E-Learning

Calculating a student's lifetime value (LTV) encompasses not just the initial enrollment fees but also potential re-enrollment and referrals, taking into account the average enrollment duration and the value of direct and referred enrollments. This method gives a fuller picture of a student's long-term value to an institution, emphasizing the significance of maintaining and expanding the student base through referrals.

In marketing, the LTV to Customer Acquisition Cost (CAC) ratio is crucial for evaluating the efficiency of marketing spending. This ratio, ideally at 3:1, signifies that a business invests about a third of the lifetime value in acquiring a customer, although this can vary by industry.

LTV BenchmarkCAC BenchmarkLTV:CAC Ratio

source: Firstpagesage

Customer Acquisition Cost

The average for e-learning is currently at $806.

source: Firstpagesage

Mobile Application Benchmarks For E-Learning

  • According to predictions, the mobile learning industry is expected to develop at a rate of 27% per year through 2028.

Let's reach your business goals in the education sphere!
Contact Promodo experts today for
a free consultation.

Written by
Anastasia Marchyshak

Content Marketing Manager at Promodo

Immersing myself fully in any topic I explore and my appreciation for simplicity are the driving forces behind my work.

April 3, 2024
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