Silverpop Unveils Email Marketing Metrics Benchmark Study. Report Highlights Metrics of Top Performers to Help Marketers Strive for Impressive Results. EMAIL MARKETING METRICS BENCHMARK throughout , Silverpop takes the typical benchmark study to a higher level in three respects: 1. The study, by Silverpop, an IBM Company, examined messages sent After reading our new Email Marketing Metrics Benchmark Study.
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Email Marketing Metrics Study Identifies Top Performers & Sets Industry Benchmarks – Marketing Land
Among some metrids industries studied, the computer software and media and publishing industries were standout performers during the five-quarter period—recording the highest email open rates and CTRs overall. They were followed by the financial services and consumer services industries.
The average open rate overall was Consumers were more receptive to siilverpop messages issued by the computer software industry, with the top performers in that industry achieving open rates of By contrast, travel and leisure and retail achieve some of the lowest open rates recorded during the period.
Silverpop also examined the number of opens per opener across the different regions. The results demonstrate how users tend to open emails more than once, possibly scanning emails via mobile device before later viewing relevant ones via desktop:.
The average CTR across the regions was 5. Among various industries, computer software was once again a strong performer, although media and publishing led the pack.
Across the regions, the average unsubscribe rate was fairly low at 0. Looking at unsubscribe rates by industry, travel and leisure registered a particularly high rate, which rose to 6.
Results and Surprises from the Email Marketing Benchmark Study – Watson Customer Engagement
Computer stuxy was again a top performer, though nonprofits recorded the lowest average. The results for the travel industry are likely due to the nature of the industry—people often subscribe when researching or booking a vacation, then unsubscribe once the trip is complete.
Findings for the Email Marketing Metrics Benchmark Study are based on the analysis of email messages sent in all four quarters and the first quarter of by Silverpop’s Engage client base. Researchers looked at all messages sent by 1, brands from 20 countries.
Open rates averaged For example, the travel and leisure emails were well above that mark, registering a 1. Open Rates by Industry Consumers were more receptive to email messages issued by the computer software industry, with the top performers in that industry achieving open rates of The results demonstrate how users tend to open emails more than once, possibly scanning emails via mobile device before later viewing relevant ones via desktop: You may also like: Sign in to start learning.
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