email benchmarks

The ultimate 2016 email marketing benchmark guide

Email continues to be an extremely important marketing channel, so it’s important to know how well your email efforts are performing. 

But while it’s easy to find out how many clicks, opens and so on your emails are getting, it can be difficult to understand the significance of those numbers without having something to benchmark them against. 

1

What is a decent email marketing response rate?

Despite all the data you’ve acquired from measuring your email marketing campaign – deliverability, open-rates, conversions – how do you know whether this data compares favourably with your competitors’ efforts or not?

Imagine you’re a travel company running an email campaign and your figures say you currently have a 20% open rate with a 3% click-through rate, how do you know if this is good or bad?

To the non-professional marketer the above figure seems quite low, but according to a variety of sources including MailChimp this is that particular industry’s average. 

Using our own 200 page Email Marketing Best Practice Guide I’m going to try and answer the question of what makes for good email marketing benchmarks and hopefully highlight some figures that may act as a handy reference.

Email marketing benchmarks 2014: how do you stack up?

It’s human nature to be curious of what your neighbours are up to, as we all like to keep up with the Joneses.

And this same basic desire is what makes industry benchmarks so valuable, as there’s no point trumpeting your 18% email open rate if your competitors are all achieving closer to 30%.

A new email report from Silverpop gives a useful insight in this regard, as it offers benchmark data from nearly 3,000 brands from 40 countries.

Read on to find out how you measure up in terms of open and click rates, or for more information on this topic download Econsultancy’s Email Marketing Industry Census Report 2014.