Email marketing statistics 2015

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.

Email Statistics - 2015 update

We will continue to update this resource through the year as new reports are produced by the main email platforms. Do contact us if you're an email provider with new stats to share.

Breakdown of market share for email clients: Mobile and desktop

Litmus, one of the best sources for stats on Email marketing have produced a Jan 2015 update reviewing the current situation to previous years.

This chart summarising their research shows the rise of mobile email marketing to the point that nearly half of emails are opened on smartphones and tablets—a 500% increase in four years! 

Email statistics 2011 to 2015

The latest Litmus compilation of email client market share from February 2015 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.

Email clients - January 2015

View post on % reading emails on mobile devices.

Litmus also has additional data aggregating 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, bit with Android surprisingly low compared to the iPhone.

Mobile email open rates percent

Comparison of Email open and clickthrough rates

Across all industries, the average open and clickthrough rate results according to the most recent Sign-up.To Email statistics for UK SME email marketing campaigns were:

open-clickthrough-rates-email-2014

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.

Email open to clickthrough rates 2014

Finally, the full report also has a sector breakdown on unsubscribe rates. Again a large difference here by sector.

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 for industry breakdowns. The Epsilon Email Marketing Research Center has data for North American and some older European Trends.

US email campaign data published February 2015 shows that despite some social media marketing specialists occasionally saying that "email marketing is dead", open and clicks remain stable. This research is is 8.7 billion BAU emails and 340 million triggered emails sent in Q3  2014 across more than 140 large clients. You can see the power of triggered emails which have much higher response levels as expected since these will often include the Welcome sequence when someone first subscribes.

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.

Benchmark of open and clickthrough rates for triggered and BAU emails

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.

A breakdown is also available by sector.

email response rates by industry

European Email Statistics

Epsilon was also a good source 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:

http://www.asiadigitalmarketingyearbook.com/

http://www.powerretail.com.au/special-report/

Australia Email marketing statistics

The latest 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.

Australia Email marketing statistics

Please let us know of other sources we can share in updates here. Thanks!

Share your thoughts

  • Shawn commented on April 13, 2015

    Well organized website with really nice information.

  • Hi,

    I Like your post it should help other people.

    Thank you.

  • Spook SEO commented on January 27, 2014

    How about Aweber? Is he dead?

  • Lynn Serafinn commented on December 3, 2013

    Excellent article and great information. I’m currently writing an article on the subject of whether or not email lists/newsletters are as relevant and effective as they were in 2007 (before the Web 2.0 revolution), and I will certainly cite your article as a resource. Don’t have the link to the direct article yet, but it will be posted by Dec 4th, 2013 at http://the7gracesofmarketing.com. Hope you’ll stop by and leave a comment when you get the ‘pingback’ for it, Dave.

    Again, thanks for all the effort you put into compiling all these stats. As I live in the UK, I’m not at all surprised the UK/Euro open rates are significantly lower than in the US!

    Lynn

  • Heather commented on May 27, 2013

    Great information, does anyone have an approximate response rate off of a purchased list – I’ve read it can be anything between 1-2% this obviously depends on the provider and data and message etc. but is there any industry benchmark. Preferably B2B.

    • Hi Heather, thanks for the question. Most of the email compilations are house lists, so not sure I have seen a good source to answer your question. I would say 1% is a maximum since most rented lists are used multiple times and so burned out.

      I would recommend against purchasing lists for this reason. Today, content marketing and social media advertising offer better opportunities to stimulate awareness and response.

      Dave

  • melissa.mortensen commented on May 3, 2013

    Good info. How are you defining B2B Sales vs. B2B Services?

  • Dave, do you have thes figures for 2012?

  • Peter commented on March 28, 2011

    Great article Dave, I am using some of this information for my thesis.

  • Fantastic! I’ve been looking for benchmark stats like this to compare with our own email marketing efforts for some time but haven’t been able to find something as clear and concise as this. Good work Dave.

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