Boost the impact of your email campaigns with tips from the Email Marketing Metrics Report. We use data collected from the hundreds of thousands of emails sent around the world in Vision6. These email marketing benchmarks are the place to start your customer testing.
Email Marketing Metrics Report
Mobile vs Desktop vs Web Accessed Email
This chart shows the popularity of the different platforms people use to open their emails.
Your next step:
Make sure that your email is responsive – you never know when your audience might change to viewing your emails on mobile and you will need to be ready because 42% of readers will delete your email if it doesn’t show well on mobile. All Vision6 templates are responsive and therefore mobile-friendly.
Top 5 Email Clients
This chart shows the Top 5 Email Clients people use in a desktop and web accessed email environment.
Your next step:
Over the years, web accessed email clients have overtaken desktop clients in popularity as people and businesses move their applications into the cloud. If you have any doubt as to how your email will appear in your readers’ email clients, test them.
Email Sends by Day
This chart displays the total amount of emails sent on each day and the respective average open rates. The data below is for the previous six month period.
Your next step:
On average Friday is the best day to send with the highest average open and click-through rates of the entire week. Why not try sending on Friday yourself? Just make sure you are checking your results to see what works best for your audience.
Open Rates
This chart looks at all the Open Rates for each send, then calculates an overall average. Compare the overall rate with your industry using the drop-down.
Your next step:
Open rates vary by industry. It’s important to look at the benchmark for your industry as well as your performance. Open Rates are dependent on many things including the health of your database, your subject lines, and your send-from name. Here are some tips on improving your open rate.
Click-Through Rates
This chart looks at the Click-Through-Rates for each send then calculates an overall average. Compare the overall rate with your industry using the drop-down.
Your next step:
Over the last six months, we’ve seen big differences between industries in Click-Through Rates (CTR) compared to the industry average. For example, Banking & Finance was 5.62% in June and Human Resources & Recruitment was 13.83% in May.
Make sure you are checking the CTR for your industry and make your content highly relevant and interesting. Use A/B Testing to determine what your readers want to see.
Bounce Rates
This chart looks at Bounce Rates for each send then calculates an overall average. Compare the overall rate with your industry using the drop-down.
Your next step:
Bounce Rates are often used as a key measure of deliverability and include permanent and temporary bounces. Temporary Bounces usually refer to email addresses that are temporarily unavailable because the server is busy or the mailbox is full. Permanent Bounces usually refer to email addresses that are incorrect or are no longer active. Here are some tips to keep your lists clean and reduce your bounce rate.
