The report was based 4Q16 data from Experian's marketing clients. The researchers compared key metrics with Experian's 4Q15 and 3Q16 data.
Though email volume grew across the board, the size of the increase varied significantly by industry, the analysis found.
For example, travel brands sent 29.6% more emails in 4Q16 than in 4Q15, on average, whereas business products/services firms sent only 2.7% more emails.
Average open and click metrics were fairly similar in 4Q16 to what they were in 4Q15. However...
- The average transaction-to-click rate increased 10%.
- The average bounce rate increased 11.8%.
Holiday sales from retailers and consumer products/services drove transaction rates, revenue-per-email, and average order values up in 4Q16 compared with 3Q16.
About the research: The report was based 4Q16 data from Experian's marketing clients. The researchers compared key metrics with Experian's 4Q15 and 3Q16 data.
Continue reading "Email Marketing Benchmarks: 4Q16 Average Open, Click, and Bounce Rates" ... Read the full article
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
You may like these other MarketingProfs articles related to Email Marketing:
- Why B2B Brands Face Unique—and Sometimes Self-Inflicted—Email Deliverability Challenges
- How iOS 15 Will Kill Email Open Rates—And How Marketers Can Prepare
- Apple's Hide My Email: A New Reason to Accept Only Corporate Email Addresses
- Email Marketing Stats You Need to Know [Infographic]
- Building Your Email Newsletter Is a Marathon, Not a Sprint