Metrics and data is what can push your organisation to the next level. Having that access to that kind of information can allow you to make executive decisions that would not be achievable without the statistics.

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. Are you an email marketing fanatic however? Look at our blog on ‘lead conversion in email marketing’