Fortunately, there are a number of good options to compare email stats. The best are compilations by email marketing service providers who produce statistics across their clients’ campaigns. These are the latest sources I recommend for different locations. As well as my compilation of the latest data, I also recommend Mark Brownlow’s compilation of Email marketing statistics sources. In this post we give the latest 2013 data from different regions. Do let us know of other sources you use for email benchmark stats.
UK Email Statistics
ESP Sign-up Across all industries, the average results Sign-up.To 2013 Email statistics for UK SME email marketing campaigns were:Across all industries the average results for UK SME email marketing campaigns were:
- Open rate: 21.47%
- Click-through rate: 3.16%
- Unsubscription rate: 0.47%
- Click-to-open rate: 14.72%
- Unsubscribe-to-open rate: 2.29%
But it’s a useful report since it has the breakdown of opens, clicks and unsubscribes by industry for B2B and B2C markets. This shows the much lower response in some sectors such as Events, Education and Legal services.
There are also statistics on engagement measured as clicked to open – this info isn’t always available in these types of benchmarks. It’s useful to compare how effective your creative and offers to generate clickthroughs.
Finally, the full report also has a sector breakdown on unsubscribe rates. Again a large difference here by sector.
US Email Statistics
Epsilon EUS Emamail Benchmark reports
Epsilon is one of the largest email providers broadcasting worldwide and has regular reports making it one of the best sources.
The Epsilon Email Marketing Research Center has data for North American and European Trends.
US email campaign data published March 2013 shows that despite some social media marketing specialists occasionally saying that “email marketing is dead”, open and clicks remain stable. That said, marketers are having to work a lot harder through delivering more personalised relevant creative to achieve this and clickthrough rates are lower overall in 2012 compared to 2011.
Triggered email response statistics
The Epsilon data set is interesting since it has insight on triggered emails which aren’t usually separated in these types of industry benchmarks. These are often more personalised and occur at an earlier stage in the subscriber relationship before email fatigue has set in – so these are useful for comparing to your welcome emails or abandoned basket emails.As we would expect, this type of email has higher response – with clickthrough rates twice as high as those from Business-as-Usual (BAU) email marketing.
A breakdown is also available by sector.
European Email Statistics
Epsilon is the best source I’m aware for breakdown of email response for European countries – see their EMEA Email Resource Centre. Breakdown by country below is kept for reference although Epsilon haven’t updated this recently.France Email response trends
Germany Email response trends
UK Email response trends
Asia-Pacific Email Statistics
Epsilon is again a source that can be used here. These sources have been recommended to me via Linked In:http://www.asiadigitalmarketingyearbook.com/
http://www.powerretail.com.au/special-report/
Australia Email marketing statistics
A 2012 compilation of Email marketing statistics for Australian audiences from Vision 6 showing open rate across a range of sectors – B2B sectors have the highest clickthrough rates.
Here is an example of the email industry response data available from Vision 6.
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