Email marketing statistics

The best email statistics sources to benchmark your email campaigns in the UK, US, Europe and Asia-Pacific

Email marketers often ask “how do our campaigns compare?” for engagement, we’ve had two people ask in our Linked In Group recently. They’re looking for statistics to compare for open, clickthrough and delivery rates, ideally within their sector.

Fortunately, there are a number of good options to compare email stats. The best are compilations by email marketing service providers who produce statistics across their clients’ campaigns. These are the latest sources I recommend for different locations. As well as my compilation of the latest data, I also recommend Mark Brownlow’s compilation of Email marketing statistics sources.

UK Email Statistics

Sign-up.To

Across all industries, the average results Sign-up.To 2011 Email statistics for UK SME email marketing campaigns were:

• Open rate: 18.21%
• Click-through rate: 3.29%
• Unsubscription rate: 0.22%
• Click-to-open rate: 18.07%

The 2011 report has a relatively small sample of 500 million emails sent by SMEs during 2010. A larger sample for UK Emails from Epsilon is presented in the European section of this report

But it’s a useful report since it has the breakdown by industry. This shows the much lower response in some sectors.

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 to generate clickthroughs.

Finally, there is 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.

The Epsilon Research Center has data for North American and European Trends – separate section] US data shows that despite many social media marketing 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.

Mailer Mailer Email Marketing Metrics

The Mailer Mailer Email Marketing Metrics are from a long running report.

This has open and clickthrough rates by vertical based on aggregate statistics from over 300 million email messages across over 3,000 permission-based email senders (mainly US based).

It also has interesting information on impact of subject line length and personalisation.

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. Thank you Epsilon for providing this for us to share! Here are the trends for three major countries.

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/

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