Email Marketing Benchmarks 2016: Relevancy, Frequency, Deliverability and Mobility - eMarketer
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Email Marketing Benchmarks 2016: Relevancy, Frequency, Deliverability and Mobility

eMarketer Report

By: eMarketer

Published: September 06, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Email continues to deliver strong return on investment (ROI) and value for marketers. However, for email to continue that success, marketers must consider how and why mobile use, increases in message volume and frequency and data-driven relevancy impact performance.

  • The email audience is growing, engaged and increasingly mobile. Those who opt in to emails expect to receive a benefit, with email updates that are relevant and have the right amount of frequency.
  • Across multiple email marketing service providers’ performance benchmark data, open rates and clickthrough rates (CTRs) are both steady, though deliverability rates are an area of concern. These performance metrics are influenced by the volume of emails sent. Sending an overly large amount of email not only skews the benchmark data, but it can diminish audience size and cause lower engagement.
  • There is a disconnect on mobile: Opens aren’t translating to conversions on mobile devices. To avoid this falloff, brands need to design their emails and customer experience with a seamless user flow going from the email itself to the call to action across all devices.
  • Maintaining a high level of list health and subscriber quality can combat deliverability concerns. Additionally, making emails more relevant and personalized will drive stronger performance metrics. Advanced marketers are focusing on data-driven, automated strategies, including triggers, workflows, segmentation, personalization and predictive content.
  • To reach the customer at the relevant time and channel, integrating email into a larger digital and mobile marketing communications strategy is also an important trend in 2016 and beyond.

"At 33.3%, open rates were at a high in Q1 2016. On the other hand, nonbounce rates were the lowest since 2014, at 95.6%, implying that fewer emails were finding their way to recipients on average."

Table of Contents

Email Marketing Today

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Email Performance Benchmarks

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Keeping Emails Relevant

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26 charts are included in the full report:

Email Marketing Benchmarks 2016: Relevancy, Frequency, Deliverability and Mobility

Email Marketing Performance Benchmarks in North America: Nonbounce, Open Rate and CTR, Q1 2014-Q1 2016 (among campaigns analyzed by Epsilon)

Email Marketing Today

Median ROI for Select Channels/Formats According to US Marketers, June 2016

Cost per Acquisition (CPA) for Select Channels/Formats According to US Marketers, June 2016

The Email Audience: Habits and Attitudes

US Email Users and Penetration, 2015-2020

Email Marketing Benchmarks Worldwide: Open Share, by Device/Platform, June 2016 (% of total opens analyzed by Litmus)

Frequency with Which US Internet Users Find Marketing Emails from Companies to Be Useful, Dec 2015 (% of respondents)

Email Performance Benchmarks

Email Marketing Performance Benchmarks in North America: Nonbounce, Open Rate and CTR, Q1 2014-Q1 2016 (among campaigns analyzed by Epsilon)

Email Marketing Performance Benchmarks in North America: Bounce, Open Rate and CTR, 2010-2015 (among campaigns analyzed by Inbox Marketer)

Email Marketing Performance Benchmarks in North America, Q1 2015 & Q1 2016 (among campaigns analyzed by Experian Marketing Services)

Email Marketing Benchmarks Worldwide: Deliverability Share, Q2 2015-Q2 2016 (% of total among campaigns analyzed by Return Path)

Four Factors to Consider

Email Marketing Performance Benchmarks in North America, by Industry, Q1 2016 (among campaigns analyzed by Epsilon)

Factors that Determine Email Frequency to Customers According to Digital Retail Marketers in North America, June 2016 (% of respondents)

US Email Marketing Performance Benchmarks: Open and Conversion Share, by Device, Q4 2015 (% of total among campaigns analyzed by Movable Ink)

Reasons that US Internet Users Have Unsubscribed from/Marked a Brand's Promotional Emails as Spam, July 2016 (% of respondents)

US Retail Email Marketing Performance Benchmarks, by Day of Week, 2015 (among campaigns analyzed by Listrak)

Email Marketing Performance Benchmarks in North America: Emails Sent vs. Transactions Conducted Share, by Day of Week and Daypart, Q4 2015 (among campaign analyzed by Experian Marketing Services)

Keeping Emails Relevant

Biggest Email Marketing Challenges in 2015 vs. 2016 According to US Email Marketers (% of respondents)

Designing for Mobile

Primary Email Marketing Design Type Used by B2C Brands Worldwide, June 2014-June 2016 (% of total)

US Mobile Email Marketing Benchmarks: Responsive vs. Nonresponsive Share of Clicks and Opens, Q4 2015 (% of total among campaigns analyzed by Yesmail)

Using Data-Driven, Automated Emails

Types of Triggered* Email Marketing Campaigns Used by US Brands, 2015 (% of total campaigns analyzed by Yesmail)

US Triggered* vs. Standard Campaign Email Marketing Benchmarks: Open, Click-to-Open and Click Rates, 2015 (among campaigns analyzed by Yesmail)

Triggered* vs. Standard Email Marketing Benchmarks Worldwide: CTR, Open and Click-to-Open Rates, 2015 (among campaigns analyzed by IBM)

Types of Data Leveraged in Their Email Marketing Programs According to Marketers Worldwide*, Dec 2015 (% of respondents)

Most Successful Email Marketing Tactics for Driving Conversions According to Digital Retail Marketers in North America, June 2016 (% of respondents)

Email Marketing Benchmarks Worldwide: List Segmentation Effect, July 5, 2016 (among campaigns analyzed by MailChimp)

Integrated Channel Strategy

Formats that Marketers Worldwide* Plan to Integrate into Email Marketing in 2016 (% of respondents)