2016 Email Marketing Metrics Benchmark Study
This 2016 Email Marketing Metrics Benchmark will allow you to discover how you measure up across 25 open, click-through, list churn and mobile metrics, plus get insights on:
- Industry-specific comparisons and geographic breakouts from across the world
- Device usage, holiday trends, transactional emails and engagement rates
- Benchmarks beyond “average, ” including median and top-performing quartiles
- Using this data and related best practices to improve your email program
Sales Renewal’s insight:
Email marketing – it’s measurable, flexible, and affordable, making it one of the most effective digital marketing tactics and one Sales Renewal recommends for all our clients.
And like any marketing tactic, reviewing your email marketing on a regular basis is important to be sure your emails are working the best they can. This annual report of email marketing benchmarks from IBM is a helpful resource that offers 25 open, click- through, list churn and mobile metrics that you can use to help you see where you rank.
Here are some of the top highlights; download the report for more details.
Open rates can signal progress or problems with engagement. It’s not a completely accurate metric because it doesn’t capture all opens due to image blocking and other factors. In the US, average unique open rates are 21.3%. When comparing message types, unique open rates for transactional messages are 47.1% vs non-transactional at 21.6%.
The click-through rate (CTR) is measures recipient action on an email message, measured as a percentage of messages opened. In the US, average click through rate is 3.3%. When comparing message types, unique click-through rates for transactional messages are 8.8% vs non-transactional at 3.3%.
List Churn Metrics Overview
One of the biggest concerns our clients have is unsubscribes. All businesses can expect some list turnover (churn), but it’s quite often difficult to determine if this is a natural rate or if there is some problem with your email communications. Rising unsubscribe rates might tell you your email messaging doesn’t match what subscribers expected when they signed up. Higher-than- average hard-bounce rates can indicate you don’t practice good, ongoing list maintenance.
According to the IBM study, the unsubscribe rate is most useful as a trend indicator. Even the lowest performers generate unsubscribe rates well below 1 percent. However, is that rate going up or down? If your unsubscribe rate rises over time or remains constant while spam complaints increase, you might have an unclear unsubscribe process or be losing subscriber trust.
In the US, the mean hard bounce rate is 0.467%; the mean unsubscribe rate is 0.122%.
Download the study to read about Holiday Retail and Ecommerce Metrics and Device and Email Client Usage. And if you have questions about how you can make your email program work for your business, contact Sales Renewal today.
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