Email Marketing & Email Marketing Automation

What Are Average Email Open Rates and Click-Through Rates

IBM Marketing Cloud has released their 2016 Email Marketing Metrics Benchmark Study. The report provides data that will allow you to compare your email campaigns across 25 open, click-through, list churn and mobile metrics. Additionally, the report has:

  • 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

Email Open Rates

  • Overall
    • Mean: 21.8%
    • Median: 18.3%
    • Top Quartile: 41.6
    • Bottom Quartile: 7.9%
  • United States
    • Mean: 21.3%
    • Median: 17.6%
    • Top Quartile: 40.9%
    • Bottom Quartile: 7.9%

Email Open Rates by Industry

  • Automobiles & Transportation
    • Mean: 27.3%
    • Median: 24.1%
    • Top Quartile: 47.3%
    • Bottom Quartile: 11.8%
  • Banks & Financial Services
    • Mean: 23.3%
    • Median: 18.7%
    • Top Quartile: 46.5%
    • Bottom Quartile: 7.8%
  • Computer Hardware & Telecommunications
    • Mean: 24.9%
    • Median: 22.5%
    • Top Quartile: 44.6%
    • Bottom Quartile: 9.1%
  • Computer Software & Online Services
    • Mean: 20.8%
    • Median: 17.4%
    • Top Quartile: 39.8%
    • Bottom Quartile: 7.5%
  • Consumer Products
    • Mean: 25.1%
    • Median: 21.1%
    • Top Quartile: 48.1%
    • Bottom Quartile: 8.6%
  • Consumer Services
    • Mean: 21.6%
    • Median: 19.0%
    • Top Quartile: 40.9%
    • Bottom Quartile: 7.4%
  • Corporate Services
    • Mean: 23.0%
    • Median: 20.3%
    • Top Quartile: 41.9%
    • Bottom Quartile: 9.1%
  • Food Service, Sports & Entertainment
    • Mean: 20.7%
    • Median: 16.6%
    • Top Quartile: 42.3%
    • Bottom Quartile: 5.9%
  • Hospitals, Healthcare & Biotech
    • Mean: 26.1%
    • Median: 23.3%
    • Top Quartile: 49.4%
    • Bottom Quartile: 8.1%
  • Industrial Manufacturing & Utilities
    • Mean: 25.9%
    • Median: 22.5%
    • Top Quartile: 46.5%
    • Bottom Quartile: 10.9%
  • Insurance
    • Mean: 27.5%
    • Median: 24.4%
    • Top Quartile: 50.2%
    • Bottom Quartile: 10.2%
  • Lodging, Travel Agencies & Services
    • Mean: 22.7%
    • Median: 18.5%
    • Top Quartile: 40.8%
    • Bottom Quartile: 11.3%
  • Marketing Agencies & Services
    • Mean: 18.2%
    • Median: 13.6%
    • Top Quartile: 37.4%
    • Bottom Quartile: 6.5%
  • Media & Publishing
    • Mean: 19.3%
    • Median: 16.5%
    • Top Quartile: 34.8%
    • Bottom Quartile: 8.5%
  • Nonprofits, Associations & Government
    • Mean: 26.4%
    • Median: 23.8%
    • Top Quartile: 43.1%
    • Bottom Quartile: 14.4%
  • Real Estate, Construction & Building Products
    • Mean: 25.6%
    • Median: 23.4%
    • Top Quartile: 41.6%
    • Bottom Quartile: 13.7%
  • Retail & Ecommerce
    • Mean: 20.5%
    • Median: 16.8%
    • Top Quartile: 39.2%
    • Bottom Quartile: 8.0%
  • Schools & Education
    • Mean: 30.9%
    • Median: 27.3%
    • Top Quartile: 58.7%
    • Bottom Quartile: 8.4%

Email Open Rates by Message Type

  • Non-transactional (Marketing)
    • Mean: 21.6%
    • Median: 18.3%
    • Top Quartile: 41.1%
    • Bottom Quartile: 7.9%
  • Transactional
    • Mean: 47.1%
    • Median: 48.0%
    • Top Quartile: 73.5%
    • Bottom Quartile: 19.5%

Unique Click-Through Rates

  • Overall
    • Mean: 3.3%
    • Median: 1.6%
    • Top Quartile: 9.5%
    • Bottom Quartile: 0.3%
  • United States
    • Mean: 3.2%
    • Median: 1.4%
    • Top Quartile: 9.2%
    • Bottom Quartile: 0.2%

Unique Click-Through Rates by Industry

  • Automobiles & Transportation
    • Mean: 3.7%
    • Median: 1.9%
    • Top Quartile: 10.4%
    • Bottom Quartile: 0.1%
  • Banks & Financial Services
    • Mean: 3.2%
    • Median: 1.4%
    • Top Quartile: 9.4%
    • Bottom Quartile: 0.1%
  • Computer Hardware & Telecommunications
    • Mean:2.7%
    • Median: 2.5%
    • Top Quartile: 13.9%
    • Bottom Quartile: 0.5%
  • Computer Software & Online Services
    • Mean: 2.7%
    • Median: 1.0%
    • Top Quartile: 8.3%
    • Bottom Quartile: 0.2%
  • Consumer Products
    • Mean: 3.4%
    • Median: 1.8%
    • Top Quartile: 9.2%
    • Bottom Quartile: 0.6%
  • Consumer Services
    • Mean: 4.0%
    • Median: 1.8%
    • Top Quartile: 11.8%
    • Bottom Quartile: 0.3%
  • Corporate Services
    • Mean: 3.4%
    • Median: 1.5%
    • Top Quartile: 10.0%
    • Bottom Quartile: 0.2%
  • Food Service, Sports & Entertainment
    • Mean: 3.6%
    • Median: 1.3%
    • Top Quartile: 11.0%
    • Bottom Quartile: 0.3%
  • Hospitals, Healthcare & Biotech
    • Mean: 3.5%
    • Median: 1.6%
    • Top Quartile: 10.2%
    • Bottom Quartile: 0.2%
  • Industrial Manufacturing & Utilities
    • Mean: 3.5%
    • Median: 1.8%
    • Top Quartile: 9.7%
    • Bottom Quartile: 0.3%
  • Insurance
    • Mean: 3.6%
    • Median: 1.4%
    • Top Quartile: 10.9%
    • Bottom Quartile: 0.1%
  • Lodging, Travel Agencies & Services
    • Mean: 2.4%
    • Median: 1.3%
    • Top Quartile: 6.4%
    • Bottom Quartile: 0.4%
  • Marketing Agencies & Services
    • Mean: 2.4%
    • Median: 1.0%
    • Top Quartile: 7.4%
    • Bottom Quartile: 0.2%
  • Media & Publishing
    • Mean: 2.7%
    • Median: 1.5%
    • Top Quartile: 7.3%
    • Bottom Quartile: 0.3%
  • Nonprofits, Associations & Government
    • Mean: 5.3%
    • Median: 4.0%
    • Top Quartile: 12.3%
    • Bottom Quartile: 0.7%
  • Real Estate, Construction & Building Products
    • Mean: 3.6%
    • Median: 2.5%
    • Top Quartile: 8.5%
    • Bottom Quartile: 0.5%
  • Retail & Ecommerce
    • Mean: 3.5%
    • Median: 2.0%
    • Top Quartile: 9.2%
    • Bottom Quartile: 0.5%
  • Schools & Education
    • Mean: 4.3%
    • Median: 1.8%
    • Top Quartile: 13.1%
    • Bottom Quartile: 0.2%

Unique Click-Through Rates by Message Type

  • Non-transactional (Marketing)
    • Mean: 3.3%
    • Median: 1.6%
    • Top Quartile: 9.3%
    • Bottom Quartile: 0.3%
  • Transactional
    • Mean: 8.8%
    • Median: 4.8%
    • Top Quartile: 23.8%
    • Bottom Quartile: 0.4%

Download Silverpop’s Email Metrics Benchmark Study

Douglas Karr

Douglas Karr is the founder of the Martech Zone and a recognized expert on digital transformation. Douglas has helped start several successful MarTech startups, has assisted in the due diligence of over $5 bil in Martech acquisitions and investments, and continues to launch his own platforms and services. He's a co-founder of Highbridge, a digital transformation consulting firm. Douglas is also a published author of a Dummie's guide and a business leadership book.

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