2015 Email Marketing Benchmark Report
Introduction information, please see the appendices at the end of this Welcome to the 2015 Sign-Up.to email benchmark report. For our 2015 report medium sized UK organisations and public sector departments,
Section 1 Highlights 2015 Summary 24.45% Open rate 3.13% Click-through rate 0.55% Unsubscribe rate 10.79% Click-to-open rate 2.68% Unsubscribe-to-open rate open, click-through and unsubscribe Since the click-to-opens and unsubscribe-to-opens rates relate click and unsubscribe actions to the opened emails only they are generally considered as a
Section 2 Open and click-through rates Summary Open and click-through rates by sector Open rate Click-through rate Open and Click-through
Section 2 Open and click-through rates Open rate highlights What s changed? Click-through rate highlights
Section 3 Opens / Open rate Summary Opens by sector Open rate
Section 3 Opens / Open rate Understanding opens Actions to take in mind the nature of your relationship and purpose of your message - not surprisingly retention Ensure your delivery credentials are in top Check your data for clean permission and frequency Subject line your content so take time to get it right and, if from name
Section 4 Clicks / Click-through rate Summary Clicks / Click-through by sector Click-through rate
Section 4 Clicks / Click-through rate Understanding clicks Actions to take record unique clicks Getting your readers to click through to additional through rate is generally a better measure of campaign engagement results in relation to your click-to-open rate targeting and relevance are the a few actions make it clear it is, and make it call to action split-test relevance is the key to
Section 5 Campaign engagement - click-to-opens Summary Clicks-to-opens by sector Click-to-open is the proportion of opened emails
Section 5 Campaign engagement - click-to-opens Understanding campaign engagement Goals and engagement performed after performance of the actual email content multiple linksunique quality of your content and the strength of your next step Good as it is, click-to-open is still a fairly basic goal-based additional content or for ecommerce applications Goal-based metrics can be tracked as a one-off behavioural insight
Section 6 Unsubscribe rate Summary Unsubscribes by sector opt-out by clicking your
Section 6 Unsubscribe rate Understanding unsubscribes Actions to take marketing, but they can actually be good for you, so don t be afraid of making it easy for people to Unsubscribe is a clear indication that all is not right legal requirement of any campaign - put it at the bottom of rates are an active indication of dissatisfaction Understand if a rise in unsubscribes is a one-off or a growing trend permission and Are you being relevant enough to open your message, so unsubscribe is a clear indication that you are not addressing Ultimately, if unsubscribe is the desired action make it quick and easy to do and make sure your do not contact list
Section 7 Subscriber loyalty - unsubscribes-to-opens Summary Unsubscribes-to-opens by sector unsubscribe-to-opens more insightful measure of dissatisfaction because
Section 7 Subscriber loyalty - unsubscribes-to-opens Understanding subscriber loyalty Loyalty and engagement Unsubscribes and unsubscribes-to-opens are both useful measures of active disengagement. people s inboxes, so around 75% of unsubscribes Unsubscribing is a clear indication that all is not engagement
Section 8 What s changed? Summary Open rate by sector 2013-2015 Key increases 2014-2015 - Charity Key reductions 2014-2015 - ecommerce - Fashion - Restaurants
Section 8 What s changed? Summary Click-through rate by sector 2013-2015 Key increases 2014-2015 - Publsihing Key reductions 2014-2015 - ecommerce - Property - Fashion - B2B Sales
Section 8 What s changed? Summary Clicks-to-opens rate by sector 2013-2015 Key increases 2014-2015 - Publishing - General B2C Marketing Key reductions 2014-2015 - ecommerce - Property - Public sector
Section 8 What s changed? Summary Unsubscribes-to-opens rate by sector 2013-2015 Key increases 2014-2015 - ecommerce - General B2C Marketing Key reductions 2014-2015 - B2B Sales - Charity - Publishing
Section 9 Other analysis metrics Beyond standard metrics Open rate, click-through rate and unsubscribes and their click-to-opens and unsubscribes-toopens Sent: this is the number of messages that you attempted to Bounced: Hard bounce a permanent, fatal error, for example the mailbox Soft bounce Delivered: look at the reputation of the sending domain and other technical Total clicks: Individual link clicks: this is extremely useful for identifying
Section 9 Other analysis metrics Shared: encouraging sharing of your campaigns through like forward and Twitter views Goals: Further reading For a full discussion of these and other common email metrics Complete Guide to Email Analytics Activity over time: help you choose the optimum day and time to send your future
Section 10 Advanced metrics Device opens Device opens on mobile proportion of total opens on desktop and mobile to be 46.07% and 53.93% Our Device Open Report
Section 10 Advanced metrics Device opens on desktop Engagement more than a basic engagement metric you ll need to measure Our engagement algorithm Our Engagement Report documents the nature of engagement
7 Appendix 1 Basic metrics Derived metrics Bounced Delivered Open rate Clicks or Click-through rate Unsubscribe rate Clicks-to-opens rate: the proportion of opened emails that had Unsubscribes-to-opens rate: the proportion of opened emails performance of the actual campaign content because these look
Appendix 2 Raw data Open Click-through Unsubscribe Click-to-open Unsubscribe-to-open
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