Metrics and data are what can push your company to the next level. Having that access to that kind of info can allow you to make top decisions that would not be achievable without the stats.

IBM Watson Marketing’s 2018 email metrics benchmark study studies and looks at email and mobile marketing messages. Sent by several thousand brands and companies in 2017, using a wide variety of tests to establish benchmarks on customer engagement, delivery, and subscriber churn to access how metrics have played a part in this development of each brand.

This year’s report includes traditional benchmark email metrics such as email marketing open, click-through, and unsubscribe rates that leads and customers are producing. As well as an email client and device data and engagement/read rates. New this year, the report, delivery, and message frequency metrics for SMS. Open and click-through rates for mobile push messages are staggering.

Some of the highlights of the 2018 report include are as follows:

Unique Open Rates

– Per industry: highest results are achieved in Automotive & Transportation (45.1%) of pushes were opened by leads alike.

– By message: transactional outweigh non-transactional messages (44.7% Vs. 22.6%) from the pushes that were done.

– Geographically: the best open rates are in Canada (38.5%) with leads and people opening pushes.

Click Through Rates

– Geographically: Australia and New Zealand claim the top spot (4.9%) of leads opening the pushes.

– Per industry: Automotive & Transportation win again in this category (6.5%)

– By message: transactional messages almost triple the CTR mean (8.8% Vs 3.3%)

Hard Bounce Rates

– Geographically: most zones average a 0.52% except for Asia Pacific (1.23%)

– Per industry: lowest is in Media & Publishing (0.15%)

– Per industry: lowest is in Media & Publishing (0.15%)

Unsubscribe Rates

– Geographically: India and Asia Pacific show the lowest rates (0.7%)

– By industry: the lowest and best rates go to the Media & Publishing companies (0.07%)

Complaint Rates

– Geographically: India email users complain the least with a 0.004%

– Per industry: Industrial Products show the lowest complaint rates (0.008%)

Client/ Device Usage

– Geographically: desktop wins in Canada (30.52%). Mobile thrives in the UK & Ireland (48.38%). Webmail takes the lead in Latin America & Caribbean (62.79%) from the pushes to leads alike.

– Per industry: desktop scores the highest in Hospitals, Healthcare & Biotech (25.9%). While webmail tops the Computer Hardware & Telecommunications industry (40.8%). Mobile gets gold in Leisure, Sports & Recreation (60%) in the pushes that were done.

Engagement Rates

– Geographically: overall, users glanced, skimmed, and read their emails an average of 18.5 in the US, 20.1% in Latin America & Caribbean, and 71.7% in Canada, respectively, from the ones pushed.

– Per industry, the most read emails come from Energy, Utilities & Environmental Products pushed to leads (71.8%).

SMS Delivery Rates

– Geographically: the US shows the highest average delivery rate, with 89.8% to the pushes that have been sent.

SMS Opt Outs

– As percentage of new opt ins, the mean rate is a 5% for all pushes.

SMS Messages Sent

– Monthly, companies send around 321 SMS messages to leads.

Push Messages

– Inbox Vs. Simple: the open rate for Inbox push messages was 37.7%, vs. 25.3% for simple push compared between the two.

– Clickthrough rates for these messages are both fairly low. Under 2% both. Meaning that mobile push messages are a low wanted method of contact.

Percentage Of Monthly Send Volume (and medians):

– 9.2 SMS (84 SMS messages). Based on messages sent to leads.

– 54.4 Push (61 mobile push messages). Mobile pushes based on customers and leads that have allowed the free pushed communication option.

– 36.3 Emails (191 emails) sent on a monthly volume basis.

Find out more about what you can do to improve any of these metrics by following our blog closely. Are you an email marketing fanatic? Look at our blog on ‘What Is Email Studio In Salesforce Marketing Cloud.’ We post email-related content regularly for your fix.