IBM Watson Marketing’s 2018 email metrics benchmark study examines email and mobile marketing messages sent by several thousand brands in 2017, using a wide variety of measurements to establish benchmarks on customer engagement, delivery and subscriber churn.

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

Some of the highlights of the 2018 report include (in means):

Unique open rates

– Per industry: highest results are achieved in Automotive & Transportation (45.1%)

– By message: transactional outweigh non-transactional messages (44.7% Vs 22.6%)

– Geographically: best open rates are in Canada (38.5%)

Click through rates

– Geographically: Australia and New Zealand claim the top spot (4.9%)

– 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%)

Click to open rates

– Geographically: Asia Pacific have the best performance (25.7%)

– Per industry: Consumer Products are number one in this tier (22.3%)

– By message: transactional messages again take the advantage over non-transactional (17.5% Vs 13%)

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%) and web mail takes the lead in Latin America & Caribbean (62.79%)

– Per industry: desktop scores the highest in Hospitals, Healthcare & Biotech (25.9%) while web mail tops the Computer Hardware & Telecommunications industry (40.8%). Mobile gets gold in Leisure, Sports & Recreation (60%).

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.

– per industry: the most read emails come from Energy, Utilities & Environmental Products (71.8%).

SMS delivery rates

– Geographically: the US shows the highest average delivery rate with an 89.8%.

SMS opt outs

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

SMS messages sent

– Monthly, companies send around 321 SMS messages.

Push messages

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

– Clickthrough rates for this messages are both fairly low, under 2% both.

Percentage of monthly send volume (and medians):

– 9.2 SMS (84 SMS messages)

– 54.4 Push (61 mobile push messages)

– 36.3 Emails (191 emails)

Find out more about what you can do to improve any of these metrics by following our blog closely.