Email Marketing Performance Metrics, North America
| Timeframe | Q4 2017 | Q1 2018 | Q2 2018 | Q3 2018 | Q4 2018 | |||
|---|---|---|---|---|---|---|---|---|
| Total open rate | 29.6% | 31.1% | 32.6% | 29.6% | 29.6% | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
| – Unique open rate | 19.2% | 19.8% | 19.6% | 19.2% | 19.8% | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
| – Click-to-open rate | 10.6% | 11.0% | 10.9% | 11.0% | 11.6% | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
| Total click rate | 3.3% | 3.6% | 3.6% | 3.8% | 3.5% | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
| – Unique click rate | 2.2% | 2.4% | 2.3% | 2.3% | 2.3% | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
| Transaction-to-click rate | 3.7% | 3.3% | 3.0% | 3.0% | 4.0% | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
| Transaction rate | 0.050% | 0.050% | 0.040% | 0.050% | 0.070% | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
| Average order value | $140.20 | $137.90 | $157.20 | $151.80 | $152.60 | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
| Revenue per email | $0.06 | $0.06 | $0.06 | $0.06 | $0.08 | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
| Unsubscribe rate | 0.09% | 0.11% | 0.11% | 0.08% | 0.10% | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
Source: Cheetah Digital (formerly Experian Marketing Services), February 2019
Note: represents activity on the Cheetah Digital platform, broader industry metrics may vary
Additional Note: total open rate: ratio of all opens recorded for the mailing including multiple opens by the same subscriber to all emails received; unique open rate: ratio of the number of unique subscribers that have opened an HTML-formatted message to the number of email received; click-to-open rate: unique clicks as a percentage of unique opens; total click rate: ratio of all clicks on a tracked link, including multiple clicks by a given subscriber, to all emails received; unique click rate: ratio of the number of unique subscribers who have clicked on any link to all emails received; transaction-to-click rate: percentage of transactions compared to the number of unique clicks; transaction rate: percentage of transactions as related to delivered messages; revenue per email: average amount earned for each delivered email; hard bounce rate: percentage of subscribers that did not receive a mailing because their email addresses hard bounced; unsubscribe rate: total percentage of subscribers lost as a result of users unsubscribing from the mailing
Methodology: Data is from the quarterly Cheetah Digital reports titled "Email Benchmark Report." Data is based on all email campaigns sent by Cheetah Digital clients in Canada and the US during each quarter. Cheetah Digital clients operate within various industries—primarily multichannel retail, but also business products and services, consumer products and services, media and entertainment, publishing and travel. All benchmarks reflect average performance at 7 days after emails have been sent.