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
