Do you do Newsletter Campaigns?
Average Open Rate of Newsletter Campaigns from Ecommerce Stores to Customers is 18.45%
Statistic Info
Ever wonder how your emails are doing compared to others? Email campaign KPIs, like average open rates, click-through rates and click-to-open rates, can be difficult to benchmark. That’s because across sectors, different types of businesses often have different use cases and audiences for emails. Some kinds of emails naturally drive more opens and clicks.
For example, ecommerce retailers may send lots of “Here’s your purchase receipt” and “Your order has shipped” emails to recent shoppers (who’ll probably open them to check the status). Media sites likely send more “daily newsletter” emails to their magazine subscribers (who may or may not care about the stories included).
That said, there are a few things that will make a positive difference in your email performance metrics regardless of your industry. In this post, we’ll share the current state of average marketing email open rates, click-through rates, and some tips on how to send better ones.
The Average Marketing Emails: Opens, Clicks, and Engagement
According to the DMA’s Email benchmarking report 2018, email open rates across industries are strong, at 18.1% on average, despite a slight decline compared to last year. Click-through rates remain 1.9% YoY.
B2C emails are much more likely to be opened, and have a 19.7% open rate compared to 15.1% for B2B. However, B2B emails win on engagement, with a click-through rate of 3.2% compared to 2.1% for B2C emails.
The most-opened emails come from finance (25%), not-for-profits (21.8%), and retail (19.3%). Utility companies send the least opened emails (14.7%). However, utilities lead when it comes to click-through rates (3.4%), followed by not-for-profits (2.7%), and travel (2.4%).
Open Rates Depend on Interest, Click-Through Rates Rely on Relevance
The differences between industry marketing emails make sense: Emails from banking institutions often have more relevant, time-sensitive content — information that could impact a person’s investments, for example. Once opened, recipients may easily get the update they came for (no need to click). Recipients that actually open an email from say, their natural gas provider, may be more likely to click-through to their accounts to pay a bill, for example.
“These numbers reveal that clicks are still driven by relevance, but opens are driven by interest.” – Skip Fidura, Strategy and Insight Director, dotmailer.
Across the board, transactional emails (like an onboarding sequence) tend to have higher open and click rates versus informational emails (like periodic newsletters). Transactional emails, often triggered by an action a subscriber has taken and thus automatically deployed, will naturally be more relevant to the recipient.
More 2019 Stats
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Online Stores are Offering an Average of 3 Payment Methods at Checkout Including Digital Wallets
Landing Pages with Multiple Offers get 266% Fewer Leads than Single Offer Pages
59% of Customers Completed a Purchase on a Different Device to the One where it was Started
Mobile Traffic Represents 53% of all Ecommerce Traffic
The Number One Reason People Shop Online is Because They Can Shop 24/7
60% of Online Shoppers Abandon Their Carts Because of Unexpected Extra Costs
6% of Global B2C Online Stores have Implemented 3dSecure in their Checkout Process
More eCommerce Strategy Stats
Mobile Ecommerce is Expected to Account for 67.2 Percent of Digital Sales in 2019
As of Q2 2018, 2.86 Percent of E-Commerce Website Visits Converted into Purchases
In 2019, Ecommerce Sales are Expected to Account for 13.7 Percent of Retail Sales Worldwide
Men Spend 68% More Online Than Women
About 9% of US Online Retailers have Added Amazon Pay as a Payment Alternative to their Websites
The Average Order Value of B2C Online Order is $52
50% of Total eCommerce Revenue Comes from Mobile
Younger People Spend More Time Shopping Online than Older People
30 Percent of Online Consumers Have Posted Product Feedback Online