Education, retail, and computer hardware/electronics are the best-performing verticals in email marketing, according to a recent report released by Silverpop that benchmarked open rates, click-through rates, and churn metrics across 14 industries and four geographic regions.
In addition, top marketers across all industries far outpace their peers—with top quartile performers achieving click-through rates nearly four times higher than the median (8.8% compared with 2.3%).
Among the other findings:
- Emails sent by top performers in the education vertical had the highest unique open rate (46.1%) and highest click-through rate (12.8%).
- The healthcare vertical had the best click-to-open rate (33%), which measures click-through rates as a percentage of messages opened.
- Bottom quartile performers had a hard bounce rate of 6.9%, while top quartile companies experienced a rate of only 0.1%.
Below, additional email marketing benchmarks and key findings from the 2013 Email Marketing Metrics Study: