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Email Marketing Statistics and Metrics
Email's ROI in 2009 was $43.52 for every dollar spent on it. - DMA (2009)
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Stats by Industry

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Industry Response Metrics:

Business Products and Services General
Non-Bounce Rate:91.7%
Open Rate:23.0%
Click-Through Rate:4.6%
- Epsilon "Q2 2011 Email Trends and Benchmark" (2011)

Business Publishing/Media General
Non-Bounce Rate:97.1%
Open Rate:18.4%
Click-Through Rate:4.4%
- Epsilon "Q2 2011 Email Trends and Benchmark" (2011)

Consumer Products CPG
Non-Bounce Rate:97.2%
Open Rate:17.0%
Click-Through Rate:8.0%
- Epsilon "Q2 2011 Email Trends and Benchmark" (2011)

Consumer Products Pharmaceutical
Non-Bounce Rate:84.3%
Open Rate:18.2%
Click-Through Rate:4.9%
- Epsilon "Q2 2011 Email Trends and Benchmark" (2011)

Consumer Publishing/Media General
Non-Bounce Rate:98.3%
Open Rate:15.1%
Click-Through Rate:5.3%
- Epsilon "Q2 2011 Email Trends and Benchmark" (2011)

Consumer Services General
Non-Bounce Rate:98.2%
Open Rate:19.1%
Click-Through Rate:4.1%
- Epsilon "Q2 2011 Email Trends and Benchmark" (2011)

Consumer Services Telecom
Non-Bounce Rate:94.5%
Open Rate:22.2%
Click-Through Rate:9.0%
- Epsilon "Q2 2011 Email Trends and Benchmark" (2011)

Financial Services CC/Banks
Non-Bounce Rate:95.8%
Open Rate:33.7%
Click-Through Rate:6.5%
- Epsilon "Q2 2011 Email Trends and Benchmark" (2011)

Financial Services General
Non-Bounce Rate:95.6%
Open Rate:29.7%
Click-Through Rate:5.6%
- Epsilon "Q2 2011 Email Trends and Benchmark" (2011)

Retail Apparel
Non-Bounce Rate:99.0%
Open Rate:14.6%
Click-Through Rate:3.5%
- Epsilon "Q2 2011 Email Trends and Benchmark" (2011)

Retail General
Non-Bounce Rate:97.9%
Open Rate:25.2%
Click-Through Rate:4.8%
- Epsilon "Q2 2011 Email Trends and Benchmark" (2011)

Retail Specialty
Non-Bounce Rate:96.6%
Open Rate:21.6%
Click-Through Rate:4.2%
- Epsilon "Q2 2011 Email Trends and Benchmark" (2011)

Travel/Hospitality Travel Services
Non-Bounce Rate:98.1%
Open Rate:24.4%
Click-Through Rate:4.6%
- Epsilon "Q2 2011 Email Trends and Benchmark" (2011)

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Industries with highest Open Rates included:
• Agriculture 25.3%
• Religious 21.0%
• Transportation 18.1%
• Large Business 17.3%
- MailerMailer "Email Marketing Metrics Report" (2010)

The sectors with the lowest Open Rates were:
• Entertainment 9.2%
• Banking 8.2%
• Marketing 7.4%
• Medical 7.3%
- MailerMailer "Email Marketing Metrics Report" (2010)

Industries with highest Click Through Rates included:
• Religious 10.5%
• Transportation 7.6%
• Environmental 4.8%
• Retail 4.5%
- MailerMailer "Email Marketing Metrics Report" (2010)

The sectors with the lowest Click Through Rates were:
• Legal 0.9%
• Marketing 0.8%
• Entertainment 0.7%
• Restaurant 0.7%
- MailerMailer "Email Marketing Metrics Report" (2010)

Q2 2011 Open rates (22.2%) saw a slight decrease quarter over quarter (4.8%), however increased over the same quarter last year (by 0.4%). Four of the 13 reported industries saw at least a 5% increase in open rates over Q2 2010. - Epsilon "Q2 2011 Email Trends and Benchmark" (2011)

2011 Q2 Click rates (5.2%) decreased slightly (by 11.1%) from last quarter. Click rates are directly in line with this same time last year and remain established over the last two years. - Epsilon "Q2 2011 Email Trends and Benchmark" (2011)

Average volume per client increased 16.2% from Q1 2011 but shows a decrease over last year of 14.3% (Q2 2010). - Epsilon "Q2 2011 Email Trends and Benchmark" (2011)

Q1 2011 Open rates (23.3%) increased both quarter over quarter (by 5.6%) and year over year (by 4.2%). - Epsilon "Q1 2011 Email Trends and Benchmark" (2011)

Click rates during Q1 2011 (5.9%) decreased slightly from the same time last year (6.0%) but increased from the previous quarter (5.1%). - Epsilon "Q1 2011 Email Trends and Benchmark" (2011)

Open rates increased 18.0% from the same time two years earlier. - Epsilon "Q4 2010 Email Trends and Benchmark" (2010)

Marketing messages have relatively low open (16.7%) and click (3.4%) rates. Services messages had the highest open (42.5%)and click (7.7%) rates. - Epsilon "Q4 2010 Email Trends and Benchmark" (2010)

70% of travel companies don't track customer behavior or subscriber preferences to pre- and post travel email messages. -StrongMail "Connected Marketing for Travel Providers" (2010)

The top three email marketing initiatives for the travel industry in 2010 are increasing email deliverability rates (38%), integrating email and social media (37%) and improving the segmentation/targeting of their programs (35%). -StrongMail "Connected Marketing for Travel Providers" (2010)

the top three email marketing challenges cited by travel marketers for 2010 are list turnover (32%), email deliverability (29%) and frequency management (28%). -StrongMail "Connected Marketing for Travel Providers" (2010)

Associations is the industry with the highest Open Rate - 72.3%, and the lowest Unsubscribe Rate - 0.11%, Complaint Rate - 0.07%, and Bounce Rate - 0.23%.- GetResponse "Email Marketing Performance by Industry" (2010)

The Travel industry had the second-highest Open Rate - 70.7%, third-highest Click Rate - 6.43%, and third-lowest Complaint Rate - 0.12%. -GetResponse "Email Marketing Performance by Industry" (2010)

Arts (8.75%), Education (6.66%), and Travel (6.43%) were the three industries with the highest Average Click Rate. - GetResponse "Email Marketing Performance by Industry" (2010)

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