Based on data collected from Silverpop customers, the Benchmark Study aims to help marketers see where they stand against their peers, while setting goals designed to move them into a top-performing quartile. Silverpop examined email messages sent in and the first quarter of by 1, participating brands calculating the top and bottom quartile values of the data. Notable findings of the data included the overall open rate across all regions is less than half Sectors with the best open rates globally are Financial Services with The worst performing sectors globally are Education with Click-through rates were also found to vary from sector to sector, the overall click-through rate worldwide was found to be 5.

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You may even be wondering how your unsubscribe rates compare. Well, the good folks at Silverpop have just finished their Email Marketing Metrics Benchmark Study click link to download copy which examined the email messages of 1, participating brands. The report answers many of the most commonly-asked questions marketers have about email benchmarks.

The 60 Second Marketer is an online magazine read by hundreds of thousands of people around the globe. Some of the posts are provided by our sponsors. Come on in and enjoy the ride. What is the Average Email Open Rate? New Study Provides the Answer. Share 1. Share 4K. Tweet Buffer 1. Here are some key findings from the report: Open Rates: In into , open rates averaged Click-Through Rates : In into , click-through rates averaged 5.

Unsubscribe Rates: In into , unsubscribe rates averaged 0. However, Travel and Leisure emails were well above that mark, as they experienced an otherworldly 1. As outlined in the report, this may be the nature of the industry—people often subscribe when researching or booking a vacation, then unsubscribe once the trip is complete. Conversely, nonprofits saw the lowest unsubscribe rate, at 0.

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What is the Average Email Open Rate? New Study Provides the Answer.

Among some 20 industries studied, the computer software and media and publishing industries were standout performers during the five-quarter period—recording the highest email open rates and CTRs overall. They were followed by the financial services and consumer services industries. The average open rate overall was Consumers were more receptive to email messages issued by the computer software industry, with the top performers in that industry achieving open rates of By contrast, travel and leisure and retail achieve some of the lowest open rates recorded during the period. Silverpop also examined the number of opens per opener across the different regions. The results demonstrate how users tend to open emails more than once, possibly scanning emails via mobile device before later viewing relevant ones via desktop:.


Email Marketing Metrics Study Identifies Top Performers & Sets Industry Benchmarks

Get the most important digital marketing news each day. See terms. Email marketing automation provider Silverpop released its Email Marketing Metrics Benchmark study, analyzing key metrics of fourteen different industries in the U. When evaluating open rates, CTRs, CTORs and list churn statistics, the top performing vertical industries included education, computer hardware, telecom and electronics, and retail. While the study did not uncover any unexpected metrics, it does offer a series of benchmarks for email marketers to use as a measuring stick against their own email marketing results. Consumer product emails scored the highest for open rates with a median


Silverpop unveils their 2012 email benchmark study


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