If you are a digital marketer, chances are email marketing plays a big role in your team’s content distribution strategy. But do you know how effective your email marketing campaigns really are?
To determine whether your ROI from email marketing campaigns is above, at par with, or below acceptable standards, you need benchmarks against which to measure your email analytics. So, if you are curious to learn what are the current industry benchmarks and what type of email communications are currently proving more effective, then this blog series is for you!
Today, let’s focus on some overall benchmark data for email marketing communications, as provided by leading services/platforms in the space.
Overall US Email Marketing Benchmarks
These are the broad parameters against which to measure the overall success of an email marketing campaign:
Total open rate: ratio of all opens recorded for the mailing including multiple opens by the same subscriber to all emails received
Unique open rate: ratio of the number of unique subscribers that have opened an HTML-formatted message to the number of emails received
Click-to-open rate: unique clicks as a percentage of unique opens
Unique click rate: ratio of the number of unique subscribers who have clicked on any link to all emails received
Methodology: Data is from the quarterly Cheetah Digital reports titled “Email Benchmark Report.” Data is based on all email campaigns sent by Cheetah Digital clients in Canada and the US during each quarter. Cheetah Digital clients operate within various industries—primarily multichannel retail, but also business products and services, consumer products and services, media and entertainment, publishing and travel. All benchmarks reflect average performance at 7 days after emails have been sent.
Click-To-Open-Rate (CTOR), by Key Industries
CTOR is the one parameter that can provide a quick insight into the overall effectiveness of your email campaign because it focuses on the relevancy and engagement of the content served to your audience.
CTOR is calculated by dividing the number of unique opens by the number of unique clicks, and then multiplying by 100 to show it as a percentage.
Let’s take a look at the benchmark stats for CTOR across some key industries worldwide.
Methodology: Data is from monthly MailChimp studies as cited in the company blog. Data is based on analysis of 11,000 segmented email campaigns from 2,000 MailChimp clients sent to more than 15 million recipients. Clients of MailChimp range from small businesses to Fortune 500 companies.
Read Rate, By Key Industries
Read rate goes one layer deeper beyond the open rate. Typically, email client services provide read rate based on a ‘minimum’ number of seconds for which the email is kept open by a recipient. The inference here, of course, is that they didn’t just open and skipped, but actually made the effort to read the content the marketer provided.
Methodology: Data is from the annual Return Path reports titled “The Hidden Metrics of Email Deliverability.” Consumer data was pulled from Return Path’s data cloud. The activity among millions of consumer panelists and billions of commercial email messages received during each year were analyzed.
In the next edition of this series, we’ll review trending email performance benchmarking data by devices and message types. Stay tuned!