Uncomplicated Online Marketing

Email Marketing Statistics; Where to Find Them

Posted on 25. Mar, 2010 by admin in 2. Email, Email Stats

A common one is “Where can I find benchmark numbers on open rates, CTR, delivery rates, top tactics, etc.?”

So I’ve pulled together around 30 top sources of published email marketing data and listed them here.

You’ll find free and for-fee sources for statistics on campaign results and other performance indicators, deliverability stats, consumer email attitudes and habits, email client market share, and competitive intelligence.

Performance statistics – compendiums

1. MarketingSherpa
The 2010 Email Marketing Benchmark Guide is the latest iteration of Sherpa’s annual stat fest for email marketers, with 283 pages and over 170 charts and tables. This one includes a special report on social marketing and email, as well as data from a survey of over 1400 marketers.

2. MarketingProfs
The Email Marketing Factbook is a 67 page, 39 chart report which includes data on consumer behavior, response rates, current practices and tactics, etc.

3. Econsultancy
Produces two reports with statistics of interest to email marketers:

• The Email Marketing Census 2010 is a 64 page look at UK marketer attitudes, opinions and practices regarding email marketing issues, interspersed with commentary from experts.
• The Internet Statistics Compendium 2010 contains around 30 pages with email marketing data, covering market growth, deliverability, response rates, and more.

4. EmailStatCenter
Collates individual statistics across 30+ relevant categories. Also runs its own occasional surveys, for example on compensation in the email marketing industry. Unlike all of the above, it’s free.

Note: some of those links are affiliate links.

Performance statistics – North America and International

1. Epsilon
You’ll need to browse through their press releases to find links to quarterly “Email Trends and Benchmarks” reports on open rates, click rates and inbox deliverability, often broken down by industry. These are calculated based on the emails sent out by this ESP’s customers

2. MailChimp
This ESP has also compiled average stats across its user base to produce open, click, bounce, unsubscribe and complaint rates for different industries and company sizes.

3. MailerMailer
This ESP has been aggregating its customers opens, clicks and other metrics since 2004 and putting out regular half-yearly reports with industry breakdowns. Each report often has extras, such as the impact of some tactic or another (e.g. subject line length).

4. Bronto
A rolling 3-month overview of opens, clicks and delivery rates for this ESP’s clients, split by industry.

5. GetResponse
The Metric Analysis look at opens, clicks, bounces, unsubscribes and complaints for each major continent from late 2009. The 2010 Email Marketing Trends report reveals the results of a survey of SMB marketers on trends and practices in email marketing and related activities.

6. Pivotal Veracity
The Email Engagement index moves beyond typical benchmarks to look at how different industries are doing in terms of grabbing and holding the reader’s attention.

7. Silverpop
The International Email Marketing Metrics Benchmark Study looks at opens, clicks, subscribes, etc. But also tells you how these stats measure up for top and bottom performers. You can then compare your results to where you want to be, rather than a simple average.

Author

Mark Brownlow – http://www.email-marketing-reports.com