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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Stuyd looked at all messages sent by 1, brands from 20 countries. In addition, although the race was close, APAC companies see the lowest rate of spam complaints at a 0.

Brands must provide the most relevant customer journeys if they want to gain and maintain their customer base.

Email Marketing Metrics Study Identifies Top Performers & Sets Industry Benchmarks – Marketing Land

Essentials for long-term success. For unsubscribe rates, the bottom-quartile experienced a rate more than 20 times higher than the top performers.

The healthcare industry scored highest in this category with the top quartile performers achieving a megrics percent CTOR.

Email marketing automation provider Silverpop released its Email Marketing Metrics Benchmark study, analyzing key metrics of fourteen different industries in the U. They were followed by the financial services and consumer services industries.

Not yet a registered user? Also, customers in these countries likely receive fewer emails; either they subscribe to fewer email programs, or brands in those countries send email at a lower rate. The study focuses on three different areas: While top performers received less than a 1 percent bounce rate, low performers experienced close to a 10 percent bounce rate.


Results and Surprises from the 2015 Email Marketing Benchmark Study

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. The opens-per-opener rate is calculated by dividing the total or gross measured opens by the number of unique opens and can be influenced by a variety of factors, including the use of multiple devices by a recipient, the depth of the email content, and viral sharing.

After some deeper analysis there are several points that could help explain why APAC countries outperform other regions across metrics. Often, emails sent by vendors in these industries are more likely to be personalized, generating higher open and click-through rates.

Have something to say about this article? We recently announced sulverpop definitive agreement under which HCL Technologies intends to acquire a select number of IBM marketing and commerce software products. Sign in to start learning. Popular Stories What Amazon Advertising’s benchmrk advancements will mean for Continue reading Share this post: As the seasons change and we inch toward the winter holidays, marketers need to switch their focus from summer steals to the madness of holiday buying.

The top-quartile performers scored nearly four times higher than the median performers that scored a 2.

The average CTR across the regions was 5. The results demonstrate how users tend to benchmqrk emails more than once, possibly scanning emails via mobile device before later viewing relevant ones via desktop:.

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Across the regions, the average unsubscribe rate was fairly low at 0. By contrast, travel and leisure and retail achieve some of mtrics lowest open rates recorded during the period. When evaluating open rates, CTRs, CTORs and list churn statistics, the top performing vertical industries included education, computer hardware, telecom and electronics, and retail.

Looking at unsubscribe rates by industry, travel and leisure registered a particularly high rate, which rose to 6. I was intrigued by which industries were high performers this year.

While the study did not uncover any unexpected metrics, it does offer a series of benchmarks for email marketers to use as a measuring stick against their own email marketing results. Last week, we announced a sharpened focus on AI-powered and cloud-based applications, and that HCL plans to acquire certain marketing and commerce software. The average open rate overall was Among some 20 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.

CTORs, the ratio of unique clicks as a percentage of unique opens, were similar to the CTR results, with top performing industries experiencing rates nearly double those of the median performers, and three times the rate of the bottom performers.