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How do Your Email Metrics Compare?

Posted on 4.28.2013

The reason that email marketing has remained a mainstay in the digital promotion toolbox is that, besides it working really well for almost every size enterprise, it is incredibly measureable. And when you can measure it, you can manage it (and monetize it, too).

When marketers have an opportunity to measure something (anything) they are going to compare their performance to that of the competition. So how do your email campaigns compare?

The latest study from email marketing automation provider Silverpop (the 2013 Email Marketing Metrics Benchmark study) takes a deep look at key metrics including most notably open rate and click-through rate in multiple industries around the world.

OPEN RATES: As it relates to unique open rates, vendors of consumer products fared best with a median open rate of 25.4%, followed by Financial Services (20.9%) and Computer Software (20.4%). It's interesting to see how the best and worst (top quartile/bottom quartile) in each business category performed as well.

CLICK-THROUGH RATES: When it comes to the CTR metric, there's an almost disproportionate divide between the top and bottom performers. The median click-through rates for Consumer Products (3.3%), Education (2.8%), and Retail (2.7%) were the clear industry winners but again, it's important to take a close look at the top and bottom quartiles to see just how wide ranging the performance is among email marketers.

 

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