New global study shows effectiveness of email marketing

PushON | July 26th 2012

The performance of email marketing worldwide has been scrutinised in a new study carried out by email marketing company Silverpop.

According to the findings of the new study, email marketing effectiveness can vary depending on the particular industry sector undertaking the campaign, as well as the global region within which the campaign is being run.

In terms of the likelihood of recipients opening an email marketing message, the study reveals that while the general average open rate was found to be 20.1 per cent, the rate for campaigns from each industry sector varied significantly.

The consumer services sector was found to enjoy an average opening rate of 22.4 per cent, while the IT hardware industry was revealed as only managing to secure an average opening rate of 16.5 per cent.

Meanwhile, regional area was found to be a key variable in regards to click-through rates – the propensity of users to actively click on the link supplied with an email marketing message.

While messages in the European, Middle Eastern and African (EMEA) region secured a click-through rate of 5.1 per cent, and those in the US region achieved a rate of 5.4 per cent, messages sent in Canada managed a click-through rate of just 3.8 per cent.

One other key determinant of email marketing effectiveness, identified as sensitive to both sector and regional variation, was the rate at which consumers ask to stop receiving email marketing messages.

In terms of regional variation, EMEA was found to have maintained the lowest unsubscribe rate at just 0.21 per cent, with the US faring the worst at 0.27 per cent.