E-Mail Benchmark Rates


Everyone in the e-mail business wants to know how their metrics compare to industry norms — and now they can find out.

Harte-Hanks, and its e-mail subsidiary Postfuture,
compared the aggregate e-mail metrics of 4,300 business and consumer
e-mail campaigns. The analysis included both marketing and transaction

Among all sectors for all purposes of e-mail combined, the
average delivery rate was 91.2% — with an average open rate of
78.8%, click-through rate of 18.4% and opt-out rate of 0.4% of all
e-mail delivered.

“These data help provide e-mail marketers with up-to-date
benchmarking information,” said Richard Merrick of Postfuture.
“Particularly as we look at individual industries, we see which
vertical markets are doing the best to pique the interest of e-mail
recipients — be they consumers or business persons.”

Of the 13 industry categories covered, restaurants enjoyed the
best open rates (167.7%; open rates exceeding 100% occur by way of
pass-alongs and re-opened e-mail) as well as the best click-through
rates (57.5%). Retail had the lowest open rate (35.3%), while the
automotive sector had the lowest click-through rate (5.7%).

Looking at differences between business and consumer markets,
Postfuture found that e-mail sent to consumers did the best, with
click-through rates of 19.9% and open rates of 78.9%, while
business-to-business e-mail had click-through and open rates of 11.2%
and 67.7%, respectively.

In one interesting finding, behavioral targeting raised metrics
significantly. “One large retailer achieved a 74.2% open rate, 24.1%
click-through rate and 0.1% opt-out rate, just by synchronizing e-mail
with in-store activity,” said Merrick. “Using transactional e-mail to
make dynamic product recommendations produce, on average, a 148.8% open
rate and a 20.4% click-through rate.”

For more on this and other related subjects, read the recently published eMarketer report

E-Mail and Word-of-Mouth: Connect with Your Best Customers.


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