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Email Marketing Metrics July – Benchmark your results

Average Email Open Rates, CTR’s and Bounce Rates

Email marketing is an incredibly powerful tool for any organisation. So, being able to prove that value, over and over again, and notice trends before the competition is a major boost to our job as marketers. It makes us look like the email marketing heroes that we are. That’s why we’ve been hard at work preparing our Email Marketing Metrics Report stacked with all the email benchmarks and analytics you need because data is valuable and sharing is caring.

So, without further ado, welcome to the August 2017 Email Marketing Metrics Report.



Every month at Vision6, we analyse millions of emails, compile the data and crunch down the numbers you need to make an awesome impact with your marketing campaigns. Year on year we see agile marketers use these results to plan and execute outstanding campaigns from a data-driven approach. Now, we aren’t psychic, but at the start of the year we made a few predictions.

We told you that the email blast is dead and personalised emails were the key to achieving email nirvana. Flash forward to today, and we’re all working much smarter than ever before. This is where email marketing has the most potential. We can start automating, segmenting, personalising and targeting our audience, not to mention gain a better understanding of the journey our audience goes on.

Mobile Devices are King

It all begins with understanding how your emails are read. Looking at the metrics we can clearly see that mobile devices reign supreme with 47.4% of emails opened there. When designing your emails, it’s important to remember that how readers check their emails might differ according to industries. Your best bet is to look at your email reports and spot the trend. If your readers are mostly on mobile phones, they might not want a text-heavy email. And those on the Smartwatch can only read plain-text messages. So, it’s important to be inclusive when it comes to your email designs.

It’s no secret that mobile has a massive audience, but as marketers, there are still a lot of gaps when you try to track email on those portable devices. One of the best ways to really understand what’s happening with your content after an email send is to be prepared. Create Google tracking and UTM codes for the links within your emails and track your audience as they click through to your website.

Email is an incredible way to keep driving traffic back to your website, so being able to better understand and track that interaction is incredibly insightful. And you’ll be able to get a break down on which devices, apps and operating systems your audience is hooked on. With a strong email game happening on the go with mobile phones, don’t hesitate to try implementing SMS to help supercharge those campaigns and really allow you to cut through the noise. We’ve seen amazing results when companies have integrated our Text Messaging service with automated appointment reminders, event updates and competition notifications.

Gmail Defends the Throne

Now let’s take a look at desktop. According to our data on desktop email clients, Gmail and Apple Mail clearly take the top 2 spots, with Gmail alone taking 44% of the market share. Compare this with just 41% back in February 2017 and it’s safe to say Gmail isn’t going anywhere. What is interesting is Microsoft’s Outlook Email Client, across all versions, is coming very close to bumping Gmail from the top spot with a combined market share of 34%.

Email Metrics Report - Mailbox Client Breakdown

The growing number of businesses moving their applications into the cloud has had a massive impact on this in recent years as the big companies, Microsoft, Google and Apple fortify their mail apps across desktop, mobile and web clients.

Email Bounce Rates Plunge

A bounced email is simply one that couldn’t be delivered. Either because the email address is unavailable or incorrect. Our data has shown an incredible 30% decrease in bounce rates over the past 6 months. This would imply that deliverability has been consistently getting better. We could also assume, with the dropping price of web infrastructure, keeping an email address available for forwarding is becoming a more popular option.

Click Through Rates Skyrocket

Click through rates are one of the most important metrics in email marketing. The higher the click through rate, the traffic, and we’ve seen an astonishing 20% increase in them over the past 4 years. The best way to increase your CTR is to make sure that your content is highly relevant and interesting.

Experiment with different types of calls-to-action including text links, buttons, and image links to really grab your reader’s attention. Email has a lot of trackable power in the inbox. It can tell you what is getting clicked on, who is reading your emails and who is taking that next step. Being able to take that data and measure it against different automated workflows and audience segments will give us confidence that we’re helping our customers become more successful.

So, be sure to see how your email campaigns stack up by benchmarking your results with our Email Metrics Report. Share and link to this report if you want to use it and thanks for watching.

Chris Bentley
Media Producer that wants to light the world on fire with video... or at least save you from too much reading. Without his camera, Chris spends his time rounding up two young children or distracting them with video games.
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