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2009 Email Marketing Metrics Benchmark Study

February 5th, 2010 by XDXY eMarketing

Email Marketing Service Provider – Silverpop recently published a Study report base on their client database.

In this study report, they analysis the email marketing benchmark from below 3 respects:

  • Deeper Perspective in Benchmarks
  • International Comparison
  • Benchmarks Beyond “Average”

I would like to share some highlights here and details can be found in attachment.

Open Rate

Observation:
While average and median open rates are fairly close, across-the-board, top quartile performers are roughly 50 percent higher than the median and +/- 100 percent above bottom quartile performers. Disparities among the different measures for the gross open rate is even greater, with top performers achieving rates more than 150 percent higher.

Benchmark:
open_rate

Click-Through Rate

Observation:

  • Click-Through Rate: Top quartile performers were more than 130 percent higher than the median and 430 percent higher than bottom performers.
  • Click-to-Open-Rate: While more than a quarter of recipients in the top quartile opened and clicked, fewer than 7 of every 100 recipients in the bottom quartile did so. Top quarter performers were also 77 percent higher than median and 290 percent higher than bottom performers.
  • Clicks-Per-Clicker: Top quartile performers were more than 19 percent higher than the median and 35 percent higher than bottom performers.

Benchmark:
click_rate

Bounce Rate / Unsubscribe Rate / Complaint Rate

Benchmark:
bounce_rate_unsubscribe_rate

For more details, download the ‘2009 Email Marketing Metrics Benchmark Study’ report by clicking here. And tweet it to share with your friends!

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