Global Email Statistics 2016
Email marketing can still pack a punch. Not convinced? Let’s look at global email statistics! At 33% less cost than other lead-generating alternatives, emails generate 50% more sales. As a matter of fact, email marketing is widely acknowledged as the most effective medium to build relationships with customers. It is used to: raise awareness, stimulate acquisition, transform prospects into customers, and create customer retention. A large number of marketers use advanced tactics and yet observe lower than the global average CTORs (Clickthrough Open Rates). However, some industries seem to have performed well by grasping email marketing techniques and tricks and have observed higher than the average results.
To be able to assess performance, businesses should also be able to compare global and the industry-specific results. In an effort to study the global State of Email Marketing by Industry, Holistic Email Marketing (an email marketing consultancy), GetResponse (an email marketing and online campaign management platform) and Smart Insights (publishers of digital advice) teamed up and came up with fascinating and yet equally shocking results.
READ: Why Do You Need An Email Marketing Expert For Your Email Campaigns?
Below is a chart showing that email marketing is more challenging in certain sectors such as e-commerce and retails compared to consumer products and financial services.
Email engagement rates for small and medium size business from MailChimp
Popular email marketing service, Mailchimp has monthly updates of their email marketing statistics which act as a great source of comparing email response by sectors. Below is the industry specific email marketing breakdown of response. Since Mailchimp sends billions of emails a month for over 10 million users, the largest sample email response has been created.
Email engagement rates for larger business
Below is a breakdown by industry from the 2015 email benchmark compilation by Silverpop. More than 700 countries representing 3,000 brands from APAC, US, UK and EMEA were included in the survey.
The open rates along with the mean showing the variation from the poorest performing industry sectors.
The click-to-open rates showing global email statistics is also available. To compare emails against this benchmark, you should look for 10 to 15% CTOR.
According to the Sign-up To Global Email Statistics Report, the average open and clickthrough rate across all industries were as follows:
Open rate: 22.87% (2013: 21.47%)
Open rate: 22.87% (2013: 21.47%)
Click-through rate: 3.26% (3.16%)
Unsubscription rate: 0.52% (0.47%)
Click-to-open rate: 14.25% (14.72%)
Unsubscribe-to-open rate: 2.29% (2.29%)
The report provides a great deal of information on the types of methods and the email marketing tactics used by professionals across all industries. Elements such as buying an email list, targeting, segmenting, deliverability, email automation, and evaluation and tracking have been greatly emphasized.
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