Email marketing specialist Silverpop has published a white paper enabling marketers to easily benchmark their email marketing performance.
The International Email Marketing Metrics Benchmark Study is based on an analysis of 7,000 emails sent to 188 countries and found that:
- Gross open rates for the top 25% of emails studied are 150% higher than the bottom quartile.
- While more than a quarter of recipients in the top quartile opened and clicked on messages, fewer than seven of every 100 recipients in the bottom segment did so.
- The unsubscribe rate for bottom-quartile performers is three times higher than median performers.