Email Marketing Benchmarks 2019: Part Two

The holiday season is over and emailers, we’re moving into not just a new year, but a new decade. In the last decade, email marketing took a strong foothold as one of the top marketing channels for both B2B and B2C marketers. Email hasn’t been without its own set of challenges (including the seemingly ever-present chant that email is dead), but we can safely say that research indicates that 72% of U.S. adults actually prefer their communications with a brand to come via email. It gets better than that, email […]

Email Marketing Benchmarks 2019: Part One

Heading into the second quarter of 2019, economic forecasts suggested a slight slowing of the growth rate, underscored by uncertainty about foreign trade policy, tariffs and consumer confidence. Also of concern were the impact of unseasonably cold (and long) weather and consternation about what the Fed would do with interest rates. Despite the uncertainty, the U.S. economy remained stable with continued, albeit slower, growth and consumer confidence remained high. While we don’t claim to use email metrics as a lagging economic indicator, we do review customer engagement metrics in light […]

Re-Permission Campaigns for Aged Lists

A couple weeks ago I received a call from a new client who was moving from another M.A.P. to our Platform. They had hundreds of thousands of emails they had collected over 10+ years and they weren’t sure if they should bother with the oldest lists or not. My answer: Clean it up and start with a Re-Permission Campaign. It’s the New year after all, the perfect time for getting things like this straightened out. Clean It Up! First, we discussed why list hygiene was the place to start. After […]

Email Marketing Metrics Benchmarks 2016

One of the most frequent questions I hear from email marketers is “What’s a good open rate?” First, it’s important that you create your own benchmarks so you can tell how your emails are doing in comparison to other emails for your product, in your industry, and/or to your audience. For example, if the finance industry typically has a 23% open rate and your January email garners a 25% open rate, you might think you’re doing pretty well! Except if your own average is usually around 28%. Find your own […]

Email Marketing Benchmarks: 2014-2015

It’s hard to believe, but we’re halfway through 2015! As of this week, I wanted to revisit the most recent benchmarks for open rate, click through rate and more, based on the real aggregated data from senders via the emfluence Marketing Platform. There are some noteworthy changes since the January – December 2014 benchmarks. First, a look at benchmarks by Industry: Highlighted in green, the best open rates were from the Entertainment and Banking sectors, which were both top 3 performers last year. Then, the Legal industry also trends well, […]


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