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Today's Most Pressing Email Issues

Posted on 9.26.2016

SendGrid's 2016 Global Email Benchmark Report has ben released (its first such study) and includes some useful research that email senders can use to evaluate the effectiveness of their own email programs and establish goals. 

The report shows engagement numbers for the average percentage of male and female recipients, percentage of emails that are opened on mobile and non-mobile devices, open rate, click rate, click-to-open rate and monthly send rate corresponding to each industry. The report also combines engagement statistics across all senders, establishing the benchmarks for the average monthly send rate of 9.8 emails with a unique open rate of 14.2 percent, open rate of 27.3 percent, unique click rate of 1.9 percent, click rate of 2.8 percent and unique click / open rate of 13.6 percent.  

Additional highlights of the study include: 

  • E-commerce has the highest average monthly send rate of 18.3, as well as a low click rate of 4.3 percent. This could be attributed to over-sending and recipient email fatigue. 
  • Retail has the highest click-to-open rate. This may signal that recipients are interested in seeing more products, or they could be interested in new product releases and offers. 
  • Travel / Hospitality, Social Media / Networking, eCommerce, Dating Sites and Daily Deals / eCoupons have more than 50 percent of emails viewed on a mobile device, suggesting emails are using a responsive design and render correctly on the most common devices used.

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“According to the Direct Marketing Association, email remains one of the most cost effective ways for businesses to communicate with customers and prospects, with an estimated ROI of $38 for every $1 spent,  yet 20 percent of legitimate emails never reach the inbox,” said Scott Heimes, CMO of SendGrid. “The 2016 Global Email Benchmark Report provides organizations with an industry benchmark that highlight successes, trends and establishes the best practices to deliver successful email marketing campaigns.” 

Sendgrid made several reccommendations based on the research including encouraging senders to (1) remain focused on opens and click as they address unengaged recipients,  content disconnect and unresponsive emails, (2) personalize messages to target specfic audiences, define concrete goals, and monitor where users are collected and more.   

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