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(Hosting-NewsWire.com, June 20, 2013 ) San Francisco, CA -- Silverpop has released its 2013 Email Marketing Metrics Benchmark study, which analyzes the key metrics over fourteen industries in across a majority of the globe. The study focused on evaluating open rates, CTRs, and CTORs, along with list-churn statistics, and top performing vertical industries that include education, computer hardware, retail, telecom, and electronics.
The study did not break new ground, or unearth a fundamentally astounding truth, however, it did relay a series of benchmark figures regarding emails that help measure the capability of the industry.
When it came to open rates, consumer product emails were able to garner the highest median total with 25.4% in the success rate column. The study noted the gross rates, along with largest disparity in gross rates for the highest performers was anywhere between 600% to 1,200% higher than the lowest within a similar industry.
The opens-per-openers rate was highest amongst consumer products, unsurprisingly, with a 2.9% opens-per-opener tally.
CTRs are often seen as the most clear indicator of the top and bottom performers in any one industry. The top-quartile scored nearly four times higher than the middle of the pack, which scored a 2.3%. The lowest quartile scored a 1% CTR overall.
Click-to-Open Rates were found to be generally similar to the CTR results. Top performers were found to be nearly double what that of the median companies were able to garner. They had a 300% success rate over the bottom companies were able to create. The healthcare industry scored highest with the category, with a nearly 33% CTOR success rate.
Finally, List Churn Metrics look at the hard-bounce rates and unsubscribes highlights between top and bottom performers. The results from the Silverpop study reinforced the notion that high bounce rates are common among those in the lowest performing marketers (when it comes to email marketing). The bottom performers had a 10% bounce rate, while top performers held only a 1% bounce rate overall. Unsubscribes rates were 20 times higher for low-end over highend performers.
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Source: EmailWire.Com
Source: EmailWire.com
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