Given that E-mail Permission Marketing: it works!, at idaconcpts, we’ve discussed about E-mail Permission Marketing Fundamentals and how to get started with your e-mail permission marketing campaign.
After you’ve learned how to Measure the CTR of Your E-mail Permission Marketing Campaign with Google Analytics, you will need some email marketing benchmarks by industry to be able to properly evaluate the performance of your campaigns.
On July 2009, eMarketer provided a list of e-mail marketing open and click-through rates worldwide by industry and list size. Here’s an important update to these e-mail stats via Mailchimp.
About Mailchimp
MailChimp in their own words:
We thought, “Sheesh, people are too busy running their businesses to learn how to code HTML emails. Email marketing is so easy, a monkey could be doing it for them.” We put our pragmatic programming skills to work and built a simple tool that included everything our clients needed and nothing they didn’t. We made it so easy, a human could use it. Our clients loved it. So we made it available to the public. The word kinda spread.
One important caveat is that MailChimp, despite its popularity, it is not one of the biggest players in the e-mail marketing industry as a graph of monthly unique visitors from Compete shows below.
According to Compete, on March 2010, MailChimp had 648,259 unique monthly visitors to its website while Constant Contact had 6,332,717; iContact, 1,555,720; Bronto, 1,016,602; and Mailer Mailer, 157,437.
As of March 25, 2010, MailChimp scanned over 570 million emails delivered through their system (where campaign tracking was activated, and where users actually reported their industry) and calculated average unique open rates, average unique click rates, average unique soft bounces, average unique hard bounces, and average unique abuse complaint rate by industry.
Here’s what MailChimp found out.
Average Email Campaign Stats of MailChimp Customers by Industry
This list of e-mail stats is useful to small business owners who do e-mail marketing themselves because 70% of MailChimp customers are 1-10 employees, and they’re design-it-yourselfers. This provides an “apples to apples” comparison with others in your industry.
| Type of Company | Open Rate | Click Rate | Soft Bounce Rate | Hard Bounce Rate | Abuse Complaint Rate | Unsubscribe Rate |
| Agriculture and Food Services | 23.94% | 4.85% | 0.97% | 2.06% | 0.10% | 0.38% |
| Arts and Artists | 17.53% | 3.54% | 1.58% | 2.54% | 0.08% | 0.25% |
| Beauty and Personal Care | 14.94% | 2.65% | 0.71% | 1.54% | 0.09% | 0.28% |
| Business and Finance | 15.47% | 2.77% | 2.10% | 1.57% | 0.04% | 0.21% |
| Computers and Electronics | 15.51% | 2.97% | 1.12% | 1.71% | 0.08% | 0.30% |
| Construction | 28.70% | 8.01% | 4.51% | 5.81% | 0.11% | 0.35% |
| Consulting | 16.32% | 3.30% | 2.50% | 2.39% | 0.03% | 0.25% |
| Creative Services/Agency | 24.64% | 3.08% | 1.34% | 2.05% | 0.06% | 0.25% |
| eCommerce | 14.98% | 3.36% | 0.74% | 0.88% | 0.08% | 0.25% |
| Education and Training | 16.64% | 3.41% | 1.42% | 2.09% | 0.06% | 0.20% |
| Entertainment and Events | 16.09% | 2.98% | 0.85% | 1.55% | 0.08% | 0.19% |
| Government | 25.66% | 5.37% | 0.86% | 0.89% | 0.04% | 0.20% |
| Health and Fitness | 20.96% | 5.73% | 3.14% | 6.30% | 0.06% | 0.30% |
| Hobbies | 18.45% | 4.33% | 1.13% | 2.08% | 0.12% | 0.40% |
| Home and Garden | 28.20% | 4.38% | 2.93% | 2.68% | 0.02% | 0.41% |
| Insurance | 20.91% | 3.03% | 2.37% | 4.15% | 0.10% | 0.30% |
| Legal | 17.34% | 2.49% | 0.79% | 0.89% | 0.02% | 0.12% |
| Marketing and Advertising | 18.79% | 4.13% | 1.39% | 2.50% | 0.08% | 0.23% |
| Media and Publishing | 18.43% | 3.39% | 0.48% | 0.63% | 0.03% | 0.11% |
| Medical, Dental, and Healthcare | 13.76% | 2.59% | 2.18% | 4.09% | 0.06% | 0.18% |
| Music and Musicians | 13.95% | 2.43% | 0.68% | 1.07% | 0.06% | 0.18% |
| Non-Profit | 20.43% | 3.54% | 1.13% | 1.51% | 0.05% | 0.17% |
| Other | 33.52% | 10.90% | 0.83% | 1.66% | 0.09% | 0.40% |
| Photo and Video | 28.93% | 5.70% | 0.99% | 1.34% | 0.07% | 0.26% |
| Politics | 13.72% | 2.58% | 0.49% | 0.78% | 0.07% | 0.15% |
| Professional Services | 19.77% | 3.71% | 2.55% | 3.57% | 0.08% | 0.45% |
| Public Relations | 14.81% | 1.12% | 2.07% | 2.28% | 0.03% | 0.16% |
| Real Estate | 18.48% | 3.44% | 1.18% | 1.67% | 0.06% | 0.25% |
| Recruitment and Staffing | 15.31% | 3.35% | 1.37% | 1.75% | 0.07% | 0.31% |
| Religion | 23.04% | 3.24% | 0.52% | 0.68% | 0.05% | 0.15% |
| Restaurant | 20.07% | 2.41% | 0.70% | 1.11% | 0.09% | 0.30% |
| Retail | 17.80% | 3.54% | 0.61% | 1.00% | 0.08% | 0.24% |
| Social Networks and Online Communities | 22.37% | 2.85% | 6.94% | 5.44% | 0.11% | 0.74% |
| Software and Web App | 15.57% | 2.49% | 1.88% | 3.06% | 0.11% | 0.39% |
| Sports | 19.54% | 4.77% | 0.86% | 1.53% | 0.08% | 0.24% |
| Telecommunications | 21.20% | 3.22% | 1.60% | 2.85% | 0.10% | 0.41% |
| Travel and Transportation | 14.50% | 2.71% | 0.84% | 0.83% | 0.05% | 0.17% |
Use these stats to evaluate your past, current and future e-mail marketing campaigns.
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