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Email Marketing Benchmarks By Industry [CHART]

Egan Cheung
Manager, Revenue Performance Analytics

Right before we said good-bye to 2012, we had a look at email effectiveness metrics by region to see if there was any indication that North America, Europe, or Asia Pacific email response metrics are significantly different.  We found that Marketers in the Pacific Rim were generally seeing preferable results over their Western hemisphere counterparts.

There were some follow-on requests from that chart to see the same data, sliced by industry sector.  The chart of the week team loves requests, so here it is!  We also tried out an alternate visualization of best in class, average and laggard rates - let us know what you think by leaving a comment.


What we found is that Financial Services and LIfe Sciences companies are showing some of the strongest results, especially in the best in class group.

Many financial services companies, particularly those in Asset Management, have a focus on increasing loyalty amongst their network of financial advisors to whom they are already known.  Furthermore, they generally choose to use private IP address and other branding options which help in email deliverability and trust.

As always, these benchmarks are a great way to determine what is being achieved in your own vertical; but, don't forget that some of the greatest innovative leaps are to be had by looking at trends in other industries and  being the first to apply those best practices in your own marketing!

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