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Are you looking for ways to boost your email performance? Do you have doubts about comparing with competitors?The fact is, without accurate data about your peers, evaluating your
position in the industry can be rather challenging. But don't worry!
The 2015 Email Marketing Metrics Benchmark Study will offer you the
required industry information that will enable you to assess and boost
your email performance. Read on...
Analyzing email open rates
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The 2015 study was conducted recently which focuses on the email open rate for various industries.This latest email metrics benchmark study reported that the Lodging, Travel Agencies
& Services sector has the highest email open rate at 56.7 per cent,
among the other 17 sector included in the survey. Other industries
which performed good and had over 50 per cent email open rate in the
study were Hospitals, Healthcare & Biotech; Schools & Education;
Insurance; and Consumer Products.
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• Schools & education - 53.1%
• Insurance - 51.8 %
• Consumer products - 51.6 %
• Hospitals, healthcare & biotech - 50.2%
• Nonprofits, associations & governments - 48.1%
• Marketing agencies & services - 48.0%
• Industrial manufacturing & utilities - 46.6 %
• Computer hardware & telecommunications - 45.2 %
• Automobiles & transportation – 44.9%
Studying click-through rates
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Then the 2015 Email Marketing Metrics Benchmark Study evaluated click-through rates, it was found that the Lodging, Travel Agencies & Services sector again had a high score with 5.3 per cent, along with Consumer Products industry at 5.4 per cent and the Computer Hardware & Telecommunications sector at 5.7 per cent. The study revealed that these were the only industries that were able to score higher than 5 per cent for Mean Click-through Rate.
Here we have listed the click-through rate (top quartile) for some of the industries that were studied:
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• Computer hardware & telecommunications - 16.3 %
• Lodging, travel agencies & services - 15.2 %
• Consumer products - 14.6 %
• Schools & education - 14.5 %
• Insurance - 12.8 %
• Hospitals, healthcare & biotech - 12.5 %
• Marketing agencies & services - 11.8 %
• Nonprofits, associations & governments - 11.4 %
• Food service, sports & entertainment - 11.4 %
• Corporate services - 10.1 %
Establishing a benchmark
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The 2015 Email Marketing Metrics Benchmark Study surveyed emails from over 750 organizations and more than 3,000 brands from around 40 countries. The researchers evaluated the
different types of email marketing messages and different metrics to
conduct the study and set up email marketing tools
& benchmarks across different regions and industries. The study
also found that transactional emails had higher probability of getting
opened than promotional or other non-transactional messages.
What do you think? Do you find the study useful? Feel free to share your views with us and add to the discussion.
Article Source: mklnd.com/1OTynQU
