Executive Summary

Email marketing is a tried-and-true digital channel that marketers, across all sectors, can use to engage their audience. But it must be managed strategically to maximize return.

This StatPack provides marketers with a visual overview of email marketing benchmark data from global email service providers. The following metrics will be included:

• Open rate, clickthrough rate, click-to-open rate
• Deliverability and engagement metrics
• A look at benchmarks by industry, geography and device
• An analysis of changes in benchmarks over time

Additionally, this content takes a deep dive into how marketers are evolving their email efforts beyond blast messages. Other relevant areas covered in this year’s StatPack are:

• GDPR, email permission and what impact the law has on list health practices and deliverability
• The need to consider the mobile experience on email and thinking cross-device
• Data-driven email tactics such as behavior-based triggers, segmentation and personalization
• Managing email marketing and crafting a holistic, channel-agnostic journey for the audience
• Advanced technology and design implementations like artificial intelligence and interactive functionality