Over 205 billion emails are sent each day. Clearly, email is an integral part of how we communicate. It is more than likely also part of your company’s marketing strategy, and is a great way to reach customers and nurture leads.
Here are some other fascinating email marketing statistics:
- The average ROI of email marketing is $38 for every $1 spent. (DMA National Client Email Report 2015)
- Emails that are relevant to the recipient drive 18 times more revenue than general emails. (Mailigen)
- Segmenting your contact list increases click through rates by 5%. (Mailigen)
- 86% of email traffic is considered unsolicited and spam. (Bloomberg)
If email is part of your marketing strategy, which it should be, you’ll need to track the right metrics in order to understand how your strategy is working. These are a few of the most common ones to pay attention to:
Open Rate
This metric is pretty straightforward. It tracks the number of people who open your message. Although you will want to know how many people are opening your email, this alone is not enough to determine success. You want people to do more than just open the message; you are looking for engagement with the contents. Increase your email open rates to improve ROI and engagement.
Bounce Rate
Bounce rate measures the percentage of emails that never make it into the recipient's inbox. If you receive a hard bounce from an email send, you’ll want to remove those addresses from your contact list. Your bounce rate is part of what determines your reputation as an email sender (so, a lower bounce rate is better to avoid appearing like spam).
Click Through Rate
Each email you send should have a specific goal and include a call to action. The click through rate measures how many people actually click on the CTA or links included in your email. This metric is one of the most important email marketing statistics for your company to track, and will also show you how each individual email performs, how people are engaging with your content, and is helpful for determining the success of A/B tests.
These are just a few of the email metrics you’ll want to measure. It can be helpful when looking at data for your company to have something to use as a benchmark. Comparing your numbers to others in your industry can help with setting better goals for yourself and to understand if you’re on the right track. We’re sharing email-marketing statistics for 10 different industries, collected by MailChimp and Constant Contact, so you can see how you measure up.
If your industry isn’t included or you’re interested in additional information, you can check out the full data from MailChimp and Constant Contact.
- Business and Finance
MailChimp:
|
Open Rate 20.91% |
Bounce Rate 0.56% |
Click Through Rate 2.74% |
Constant Contact:
|
Open Rate 16.42% |
Bounce Rate 13.41% |
Click Through Rate 7.79% |
- Insurance
MailChimp:
|
Open Rate 21.31% |
Bounce Rate 0.85% |
Click Through Rate 2.12% |
Constant Contact:
|
Open Rate 15.10% |
Bounce Rate 6.91% |
Click Through Rate 8.22% |
- Education
MailChimp:
|
Open Rate 21.80% |
Bounce Rate 0.47% |
Click Through Rate 2.64% |
Constant Contact:
|
Open Rate 15.95% |
Bounce Rate 6.60% |
Click Through Rate 9.42% |
- Retail
MailChimp:
|
Open Rate 20.91% |
Bounce Rate 0.30% |
Click Through Rate 2.53% |
Constant Contact:
|
Open Rate 11.77% |
Bounce Rate 5.75% |
Click Through Rate 7.75% |
- Legal
MailChimp:
|
Open Rate 22.46% |
Bounce Rate 0.67% |
Click Through Rate 3.05% |
Constant Contact:
|
Open Rate 20.40% |
Bounce Rate 11.67% |
Click Through Rate 7.83% |
- Marketing and Advertising
MailChimp:
|
Open Rate 17.83% |
Bounce Rate 0.63% |
Click Through Rate 1.95% |
Constant Contact:
|
Open Rate 10.76% |
Bounce Rate 8.20% |
Click Through Rate 6.58% |
- Medical and Healthcare
MailChimp:
|
Open Rate 22.34% |
Bounce Rate 0.74% |
Click Through Rate 2.44% |
Constant Contact:
|
Open Rate 17.53% |
Bounce Rate 10.13% |
Click Through Rate 7.14% |
- Real Estate
MailChimp:
|
Open Rate 20.83% |
Bounce Rate 0.52% |
Click Through Rate 1.90% |
Constant Contact:
|
Open Rate 17.71% |
Bounce Rate 12.36% |
Click Through Rate 6.04% |
- Software and Web App
MailChimp:
|
Open Rate 20.98% |
Bounce Rate 0.87% |
Click Through Rate 2.31% |
Constant Contact:
|
Open Rate 12.12% |
Bounce Rate 11.59% |
Click Through Rate 6.91% |
- Travel and Tourism
MailChimp:
|
Open Rate 20.51% |
Bounce Rate 0.49% |
Click Through Rate 2.19% |
Constant Contact:
|
Open Rate 12.89% |
Bounce Rate 8.92% |
Click Through Rate 6.73% |
Getting, and keeping your email marketing on track is important to achieving positive ROI and drive conversions.
