The best email statistics sources to benchmark open and clickthrough rates for your email campaigns in the UK, US, Europe, Asia-Pacific including Australia
Email marketers often ask “how do our campaigns compare?”. They’re looking for statistics to compare subscriber engagement for open, clickthrough and delivery rates, ideally within their sector.
Fortunately, there are a number of good options to benchmark email response across different sectors. The best stats sources are compilations by email marketing service providers who produce statistics across their clients’ campaigns. As well as our compilation of the latest data, I also recommend Mark Brownlow’s compilation of Email marketing statistics sources.
We keep this post regularly updated with the latest data from different regions, so we will add to it in 2014 as more reports are released.
UK Email Statistics – 2014 update
Across all industries, the average open and clickthrough rate results according to the Sign-up.To 2014 Email statistics for UK SME email marketing campaigns were:
Across all industries the average results for UK SME email marketing campaigns were:
- Open rate: 22.87% (2013: 21.47%)
- Click-through rate: 3.26% (3.16%)
- Unsubscription rate: 0.53% (0.47%)
- Click-to-open rate: 14.25% (14.72%)
- Unsubscribe-to-open rate: 2.29% (2.29%)
This data shows that open and clickthrough rates are fairly stable, with opens up a little, in large part to Gmail defaulting to displaying images at the end of 2013.
The 2014 report has a relatively small sample of 1.5 billion emails sent by SMBs during 2013. A larger sample for UK Emails from Epsilon is presented in the European section of this compilation.
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 is at to generating clickthroughs.
Finally, the full report also has a sector breakdown on unsubscribe rates. Again a large difference here by sector.
Breakdown of market share for email clients: Mobile and desktop
The growth in mobile web access and the implications for mobile optimised web design is now well-known, but what about the implications for email marketers and email design?
The latest Litmus compilation of email client market share from February 2014 shows why it’s so important to consider how well your emails render on mobile. It’s based on the percentage of opens on different platforms. The uptick in webmail opens is again largely due to Gmail defaulting to open images.
View post on % reading emails on mobile devices.
Litmus also has additional data on Mobile clients – see their Email marketing client market share site for the latest updates. This shows the need to optimise for the iOS and Android platforms.
US Email Statistics
Epsilon Email 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:
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.
Please let us know of other sources we can share in updates here. Thanks!