Email Response Metrics

PushSend · Jun 1, 2011

Some old, some new but all pretty cool!

Benchmarks
Average Open Rate: 22.0%
Average Click-Through Rate: 5.4%
Average Delivery Rate: 96.1%
- Epsilon Q3 2010 Email Trends and Benchmark (December 2010)

Other Response Metrics
Canadian -- Australian -- Benelux -- Non-Profit -- Conversions

93% of US online marketers currently use email metrics, with a further 2% planning to do so in the future. - Lyris (2010)

2010 Q2 Open rates increased 18.0% from the same time two years earlier, with 6 of the 13 reported industries increasing over Q2 2009. - Epsilon "Q2 2010 Email Trends and Benchmark"

Email ad revenues will grow 9% to $16.0 billion for national and local advertisers. - Borrell Associates (2010)

Marketing e-mails using a house list are seeing an average open rate of nearly 20%, a click-through rate of 6.64% and a conversation rate of 1.73%- Direct Marketing Association (2010)

Marketing e-mails bounce back at a rate of 3.72% and see an unsubscribe rate of 0.77%. - Direct Marketing Association (2010)

Marketers rely on clicks (72%), conversion rate (59.2%) and impressions (58.4%) to track campaign success. - Datran Media "Marketing and Media Survey" (2010)

More than one-half of adults said they were likely to open an e-mail containing promotions or coupons, and 30% said they would forward such an e-mail to others, up from 28% in 2008. -Experian Marketing Services "The 2010 Digital Marketer: Benchmark and Trend Report" (2010)

Gmail users are most engaged with marketing emails (30.9% average open rate and 7.4% average click rate) while AOL users are the least engaged (20.1% average open rate and 4.3% average click rate). - MailChimp (2009)

12.5% of unique marketing emails were opened in the second half of 2008. - MailerMailer "Email Marketing Metrics Report" (2009)

83% of marketers place their share-to-social links at the bottom of their messages. - Silverpop "Emails Gone Viral: Measuring 'Share to Social' Performance" (2009)

32% say they'd share promotional l email offers with members inside a social network and open emails from others. - PMN and Pace University's Lubin School of Business'(IDM) Lab (2009)

Between the U.S. and Canada, more than 20% of commercial, permission-based email doesn't reach the inboxes of intended subscribers. - Return Path (2009)

On average, 27.6% of commercial emails sent to business addresses don't reach the inbox. - Return Path (2009)

23% of emails that marketers sent to Gmail addresses did not reach the inbox. - Return Path (2009)

U.S. deliverability rates are slightly better than Canada with an average of 82% inbox placement rate. - Return Path (2009)

Subscribers who receive promotional permission-based email estimate that they delete 55% without opening. - Merkle Interactive Services (2009)

Social-media-share links generate on average 0.5% click rates. - Silverpop "Emails Gone Viral: Measuring 'Share to Social' Performance" (2009)

89% of retailers cited email is the most mentioned successful tactic overall. - Forrester Research and Shop.org "Retailing Online 2009: Marketing Report" (2009)

Marketers' average click rates jumped 27.6% from 4.7% in the second quarter of 2008 to 5.9% in the third. - Epsilon "Q3 2008 Email Trends and Benchmark" (Jan 2009)

Marketers' average click rates are down 8.2% from last year and 18.2% from two years ago. - Epsilon "Q3 2008 Email Trends and Benchmark" (Jan 2009)

Email drove an average of $0.14 in revenues per delivered message. - Epsilon "Q3 2008 Email Trends and Benchmark" (Jan 2009)

44% of email users said email inspired at least one online purchase and 41% said it prompted at least one offline purchase. - JupiterResearch's The Social and Portable Inbox (2008)

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 President, JupiterResearch (Dec. 2007)

40% of consumers say email comes too often - David Daniels, Vice President, JupiterResearch (Dec. 2007)

26% of consumer unsubscribe using spam button - David Daniels, Vice President, 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)
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