Thursday, June 12, 2014

Email marketing benchmarks 2014: how do you stack up?

It’s human nature to be curious of what your neighbours are up to, as we all like to keep up with the Joneses.
And this same basic desire is what makes industry benchmarks so valuable, as there’s no point trumpeting your 18% email open rate if your competitors are all achieving closer to 30%.
A new email report from Silverpop gives a useful insight in this regard, as it offers benchmark data from nearly 3,000 brands from 40 countries.


Read on to find out how you measure up in terms of open and click rates, or for more information on this topic download Econsultancy’s Email Marketing Industry Census Report 2014.

Open rates

Silverpop’s report shows unique open rates by industry, revealing that if around one-fifth of recipients open your emails then you’re doing an okay job.
A number of industries achieve average open rates of 25%, including non-profits, consumer services and education, while healthcare just pips them all with a mean score of 26.2%.
At the other end of the scale, travel & leisure achieved a mean open rate of just 15% while media & publishing achieved 16.6%.
Unique open rate by industry
It’s worth noting, however, that open rate alone is a fairly rudimentary and unreliable measurement of success.
For instance, it doesn’t capture all opens accurately due to image blocking and other factors.
(via)

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