UK Email Marketing Benchmarking Data
It is always difficult to find appropriate data to help you measure just how well your email marketing campaigns are going as compared to other companies.
You want data from British companies, from companies in a similar sector, and it needs to be data from other small businesses rather than big international corporate companies.
Sign Up To, an email marketing service provider, has produced some benchmarking data based more than 200 million emails sent over the last 12 months, sent by small and medium sized (SME) businesses in the UK.
There are always some difficulties in measuring email campaigns, and you need to take this data with a pinch of salt. Nevertheless, it gives you a yard stick to start measuring with.
Some quick findings:
- There are wide variations in Open Rates of emails. If you are in a profession like accounting or legal practice, property, or sports and leisure then you might experience an Open Rate of just 13%
- I’ve always said an Open Rate of 30% is very good, and indeed there are only two sectors achieving that level of success: Government, and New Media. Strange bedfellows, and hard to figure out what kind of synergy they might have.
- There appears to problems with the email lists being used by Manufacturing/Industrial companies, with a Bounce rate of bad email addresses as high as 13%
- Emails from the government are well received: the highest open rate, the highest click through rate, and very low number of bad addresses.
I recommend you read through the report to understand how the data was collected, and the method of analysing the recipients’ behaviour.
See the full benchmarking report here.
This post was written by Susan Hallam - 
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2 Responses to “UK Email Marketing Benchmarking Data”
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Very intriguing results indeed! Some of the sector results were as i had expected, but some of the others very much not.
Maybe ‘Sales and Marketing should take a look at the ‘more trusted’ ones, eg: charity? Brand perception / prior expectations / experience of the brand going to be of high significance.
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