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2016 Email Marketing Metrics Benchmark Study by IBM marketing Cloud

IBM Marketing Cloud has released their 2016 Email Marketing Metrics Benchmark Study.

Take some time to compare your email data with comparable industry data.

This is a great study that we refer to our clients. Keep in mind that every company has unique characterists that they apply to their marketing initiatives so use this data as a reference as you send out your email campaigns. Also, consider that each comapny is different and it’s a great idea to start tracking your own data to see where your data lies with email communications.

If you want help comparing your data, email us now.

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

 

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