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- "The Email Diva", MediaPost's Email Insider"
Email Response Metrics
BENCHMARKS*
Delivery Rate - 98.7%Open Rate - 18.4%
Click Through Rate - 4.4%
* Bronto (March 23, 2008)
Other Response Metrics
Canadian -- Australian -- Benelux -- Non-Profit
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Click-to-purchase rates dropped from 6.4% in the fourth quarter last year to 3.2% in the first quarter this year, likely a reflection of the struggling economy combined with a normal drop in the conversion rate after the holiday season. - Epsilon "Q1 2008 U.S. Email Trends and Benchmark Results" (2008)Median order size for email remained constant (compared to Q4), meaning that email can deliver a healthy return even in an economy in a downturn. - Epsilon "Q1 2008 U.S. Email Trends and Benchmark Results" (2008)
Small businesses achieved an average open rate of 26%. - MailChimp (2008)
Small businesses achieved an average click rate of slightly higher than 4%. - MailChimp (2008)
Business who identified themselves simply as “marketing” achieve an average open rate of 21.59% and a click though rate of 4.73%, according to the study. - MailChimp (2008)
Business who identified themselves as publishers achieved an average open rate of 45.98% and an average click rate of 9.85%. - MailChimp (2008)
Legal services category emails had the highest average abuse complaint rate of 0.24%. - MailChimp (2008)
Commercial email servers achieved average delivery rates of 88%, with 9% rejected and 0.71% filtered. - Return Path (2008)
Emails that had only the subject line personalized (12.4% Open Rate & 1.7% CTR) did worse than those with no personalization at all (13.5% Open Rate & 2.7% CTR). - MailerMailer (2008)
Open rates were highest on Mondays, Tuesdays, and the weekends. - MailerMailer (2008)
Emails with shorter subject lines significantly outperformed emails with longer subject lines. - MailerMailer (2008)
Emails with 20 or more links got about twice as many clicks as those with fewer links. - MailerMailer (2008)
Only 22% of professionals bother to unsubscribe from email they no longer want. - Return Path (2007)
53% of consumers say email is irrelevant - David Daniels, Vice Presidnet, JupiterResearch (Dec. 2007)
40% of consumers say email comes too often - David Daniels, Vice Presidnet, JupiterResearch (Dec. 2007)
26% of consumer unsubscribe using spam button - David Daniels, Vice Presidnet, JupiterResearch (Dec. 2007)
Wednesday was the best day of the week in the third quarter of 2007 to send email in terms of click (3.9%) and open rates (25.4%). - eROI (2007)
Average open rates on Tuesdays were 22.6% and clicks were 3.2%; open rates on Thursdays were 23.6% while click rates were 3.7%; open rates on Friday were 23.1% and clicks were 3.1%; and open rates on Sunday were 20.7% while clicks were 2.4%. - eROI (2007)
Open and click rates tend to build throughout the workday and then drop and then spike in late evening. - eROI (2007)
Half of all consumers surveyed have made a purchase as a result of an email solicitation, and 16% did so from messages found in their spam folders. - Endai Worldwide (2007)
over 40% of the respondents cited "a good offer or deal" as the most important factor in their decision to make an online purchase. - Endai Worldwide (2007)
One quarter of the respondents was most drawn to buy because the product offering was of interest to them. - Endai Worldwide (2007)
Over 21% indicated that the emails they open and buy from are about something they're "specifically interested in." - Endai Worldwide (2007)
24.2% of web merchants have an email open rate greater than 25%;
2.8% have open rates of 19.1% to 25%;
13.5% have open rates of between 15.1% and 19%;
17.4% have open rates of from 5.1% to 15%;
11.4% have open rates of between 1% and 5%;
20.8% don't know or say their open rate is less than 1%. - Internet Retailer (2007)
17.1% reported email click-through rates of 15.1% or more;
51.8% report click-through rates of 2.51% to 15%;
10.3% report click-through rates fewer than 2.5%;
20.8% that don't know their click-through rates. - Internet Retailer (2007)
Eighty-four percent of consumers surveyed reported clicking through relevant email offers. - Epsilon (2007)
73% said they'd made an online purchase as a result of receiving an email offer. - Epsilon (2007)
Another 86% made an in-store purchase as a result of receiving an email. - Epsilon (2007)
53% say they received less spam than they did last year -- the third consecutive year in which most respondents reported a reduction. - Epsilon (2007)
30% say they use spam complaint mechanisms, while two-thirds of them equate reporting spam with unsubscribing from marketers' email programs. - Epsilon (2007)
51% of respondents report having clicked "forward to a friend" links in marketing email, but 38% have never seen these links. - Epsilon (2007)
78% of respondents report having added trusted email marketers to their address books, even as 57% report that marketers don't ask to be added. - Epsilon (2007)
Utilizing a professional company and/or their tools to test your image rendering across multiple email clients often helps to increase response up to as much as 87%. - Email Experience Council - Email Rendering Report (2007)
Free shipping is the No. 1 offer that customers look for and will respond to in an email, per online marketing firm. - eROI Inc (2006)
31 percent of people surveyed prefer a percentage off, with only 22 percent favoring a dollar amount off. - eROI Inc (2006)
Campaigns that target based on Web-site user click-stream data generate conversion rates that outperform untargeted broadcast campaigns by nearly 4 to 1, according to a recent Jupiter Research report promoting use of targeting devices beyond basic personalization and segmentation. - Jupiter Research (2006)
Email marketing consultants consider an open rate of about 20% and a click-through rate of 4% to 5% to be a highly effective email campaign.
- Internet Retailer (2006)
17% report email click-through rates of 16% or more, while 28.9% report click-through rates of 6% to 15%. - Internet Retailer (2006)
Nearly one-fifth of respondents reported that they do not know how their email marketing performs. - Internet Retailer (2006)
18.7% don't know their open rates. - Internet Retailer (2006)
16.7% don't know their click-through rates. - Internet Retailer (2006)
23.3% don't know their conversion rates. - Internet Retailer (2006)
29.6% don't know if their conversion rate has changed in the past year. - Internet Retailer (2006)
Restaurants had open rates of 167.7 percent for the period. - Harte-Hanks Postfuture Index (Jan-June 2006)
The industry also had the highest click-through rate of 57.7 percent. - Harte-Hanks Postfuture Index (Jan-June 2006)
Of the 13 industries, retail had the lowest open rate, with 35.3 percent, and automotive had the lowest click-through rate, 5.7 percent. - Harte-Hanks Postfuture Index (Jan-June 2006)
Emails sent to consumers had higher click-through rates of 19.9 percent and open rates of 78.9 percent. - Harte-Hanks Postfuture Index (Jan-June 2006)
Business-to-business email had rates of 11.2 percent and 67.7 percent, respectively. - Harte-Hanks Postfuture Index (Jan-June 2006)
The 13 industries surveyed in descending order of click-through rates are
- Restaurants (57.5 percent)
- Publishing (55.6 percent)
- Pharmaceutical (23.8 percent)
- Travel and Hospitality (23.4 percent)
- Conference events (14.2 percent)
- Financial services (11 percent)
- Technology (10.9 percent)
- Government (9.5 percent)
- Insurance (9.5 percent)
- Consumer packaged goods (8.6 percent)
- Entertainment (8.1 percent)
- Retail (6.0 percent)
- Automotive (5.7 percent). - Harte-Hanks Postfuture Index (Jan-June 2006)
A typical landing page visitor spends only 5 seconds on the page. - Marketing Experiments (2006)
Untargeted broadcast emails, with no personalization or segmentation
- Average open rate of 20%
- Average click-through rate of 9.5%
- Average conversion rate of 1.1% - David Daniels, Jupiter Research (2006)
- 27% average open rate
- 9.3% average click-through rate
- 2.3% average conversion rate - David Daniels, Jupiter Research (2006)
- Average open rate of 26%
- Average click-through rate of 14%
- Average conversion rate of 2.8% - David Daniels, Jupiter Research (2006)
- 33% average open rate
- 14% average click-through rate
- 3.9% average conversion rate - David Daniels, Jupiter Research (2006)
Inclusion of artwork and images does not have a major affect on response rates.
- Jupiter Research and Silverpop (2006)
Six to ten links within an email generate the highest number of clicks. - Silverpop (2006)
Most B2C companies include navigation bar on the top of the email but ones that include it in the left side of the email have better response rates. - Silverpop (2006)
Click through rates were higher for B2C email campaigns that featured lifestyle images that those without. - Silverpop (2006)
60 percent of people who read an email only see or read 50 percent of the message. - Jeanniey Mullen ClickZ (2005)
