We all know it’s difficult to find meaningful data against which to measure your email newsletter performance. We ask as many questions as possible, compare our results to previous mailings, try to keep our own strategy in mind and, every so often, find a report that can be pretty useful! This is such a report… It tracks UK companies but it’s a nice place to start to see if our results are matching others in our industry.
“For our 2014 report we analysed over 1.5 billion emails sent through the Sign-Up.to platform between 1st January and 31st December 2013. These email campaigns are from small-medium sized UK organisations and public sector departments. All of these messages were permission-based and sent to opted-in lists (never to 3rd party or purchased lists). We looked at overall averages and then segmented the data into 25 categories, based on the sector of the sending organisation.”
Open rate: 22.87%
Click-through rate: 3.26%
Unsubscription rate: 0.53%
Click-to-open rate: 14.25%
Unsubscribe-to-open rate: 2.29%