What Emails Get 30% Open Rate?

Marketing Insights

A new email marketing study has just been released from Silverpop and it has a lot of very important information.  The study looks at a variety of factors related to this type of marketing to determine which industries can get the most out email marketing and which ones may need to work on their efforts.  The study is quite in depth and will help take many marketers to the next level of success.

One of the first things that the study looked at is which industries have the most success with email marketing.  For example, they found that the unique open rate can vary dramatically by industry.  The following are the average open rates for a few of the most interesting industries:

  • Lodging/Travel – 29.6% Average Open Rate
  • Nonprofits – 27.5% Average Open Rate
  • Consumer Products – 27.3%
  • Real Estate – 26% Average Open Rate
  • Media & Publishing – 16.1%
  • Retail & Ecommerce – 18.3%

Looking closer at the report you can find that the top performing quartile in the lodging, travel agency and services industry are getting a 56.7% open rate.  This is huge, especially considering that compared to that industry average it is almost 20% higher.  This shows just how important it is to use the right email marketing strategies.

Click-Through Rates

In addition to open rates the study looks at click through rates on opened emails.  The following are some key data points from that section:

  • Computer Hardware & Telecom – 5.7% Average Click-Through Rate
  • Lodging/Travel – 5.3% Average Click-Through Rate
  • Consumer Products – 5.4% Average Click-Through Rate
  • Media & Publishing – 2.2%

The top quartile of the computer hardware and telcom was 16.3%, which is huge.  Getting 16.3% of people to click through on your email marketing campaigns can generate massive revenue for just about any business.

One of the most interesting things about this study is just what a wide range there is between the top and bottom performers.  It really goes to show just how important it is to have a strong email marketing strategy in place to get the best possible results.

You can see the full 2015 Email Marketing Metrics Benchmark Study HERE.

Source: PerformInsider.com