Silverpop™, the only digital marketing technology provider that unifies marketing automation, email, mobile and social, today announces the results of its 2012 Email Marketing Metrics Benchmark Study. Based on data collected from participating Silverpop customers, the Benchmark Study aims to help marketers see where they currently stand against their peers, while setting goals designed to move them into the top-performing quartile.
Silverpop examined the email messages of 1,124 participating brands sent in 2011 and the first quarter of 2012. In addition to breaking down the data by top-quartile, average and bottom quartile, the study also provides a breakdown based on industries and geographic locations (United States, Canada and EMEA). Among the notable findings were the following statistics:
"Computer Software" was the only industry that ranked among the top three verticals for open rate, click-through rate and clicks per clicker.
Companies ranking in the top-quartile tallied click-through rates three times higher than the average, with the top-quartile at 16.6 percent and average at 5.2 percent.
Unsubscribe rates for bottom-quartile companies are three times the average and 50 times that of top-performing companies.
"These findings confirm that response rates vary widely based on the approach that is taken and the content that is delivered," said Loren McDonald, vice president of industry relations for Silverpop. "Companies that focus on helping recipients by providing behavior-based content that is meaningful, personal and relevant rather than just firing off one-size-fits-all promotions are far more likely to find themselves in the top quartile."
The complete list of metrics and related observations highlighted in the study included the following:
• Open rates (including unique, gross, and opens by opener);
• Click through rates (including click-to-open and clicks per clicker);
• Message size;
• List churn (including hard bounce, unsubscribes and complaints).
"Every marketing department has business goals to deliver on, regardless of company size," added McDonald. "At Silverpop, our goal for marketers is to not just be average, but strive to be the best while driving leads, conversions and revenue. This benchmark data can serve as a base for marketers to set these goals. Because we provide data segmented by selected industries and geographic regions and also present the median and quartile breakdowns, marketers are able to see where they stand and aim for being among the top."
Silverpop (silverpop.com) is the only digital marketing technology provider that unifies marketing automation, email, mobile, and social. Its customers achieve superior Return on Relationship by uniquely engaging each individual based on their behaviors and then automating personalized experiences that increase revenue, improve ROI, and deepen brand loyalty. Silverpop's commitment is to offer a platform that is complete, not complex-so that marketers from any size organization can easily achieve digital marketing success. The company offers a world-class services team, 24/7 customer support and a network of partners to ensure that every client gets the right mix of solutions for their specific digital marketing needs. Silverpop is trusted by more than 4,000 brands around the globe.