In Sliverpop’s 2015 Email Marketing Metrics Benchmark Study you’ll find the definitive list of email marketing benchmarks such as open, click and bounce rates and some surprise findings among the statistics generated by nearly 750 companies worldwide:

According to the study, here are a handful of the key findings:

Open Rate: Overall Average Open Rate: 21.0%

Industries in Which Top Performers Posted Open Rates Greater Than 50%:

• 56.7% – Lodging, Travel Agencies and Services
• 53.1% – Schools & Education
• 51.8% – Insurance
• 51.6% – Consumer Products
• 50.2% – Hospitals, Healthcare & Biotech

Click-Through Rates: Click-through Rate (CTR) Average: 3.2%

Best and Worst Performing Industries:

Bounce Rates: Hard Bounce Rates Overall: 0.547%

Hard Bounce Rate Comparison:

• 0.26% – Retail & Ecommerce
• 0.55% – Overall Average
• 1.28% – Industrial Manufacturing & Utilities

Unsubscribe Rates: Unsubscribe Rate Overall: 0.130%

Complaint Rate: Spam Complaints Overall: 0.027%

[Source: Silverpop]

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Mary Shaw

Mary has extensive digital and social media marketing experience and covers a periphery of topics. She writes about digital, online marketing, social media trends, content marketing, and customer relationship marketing.

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