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Do Email Benchmarks Vary By Region? [CHART]

Egan Cheung
Manager, Revenue Performance Analytics

As we approach the end of the year, I wanted to refresh some standard email effectiveness benchmarks.  To try something new, I looked at the benchmarks for our 3 biggest regional customer groups: Europe (predominantly UK and Germany), North America (predominantly US) and Asia Pacific (predominantly Australia & Singapore).

In past Charts of the Week, we have seen that Europe and Asia have seen growth in both adoption of marketing automation and total marketing reach.


This week, we are providing benchmarks for some primary email health metrics broken down by region.  We have listed the Best In Class (88th percentile; or, the mid-point of the top quartile range), Average (50th percentile) and Laggard (12th percentile) for each of the Click Rate, Open Rate, Bounceback Rate and Cumulative Unsubscribes for each region.

North American and European marketers appear to have had similar results in 2012, while marketers in Asia Pacific are generally seeing preferable responses.  It should be noted that the average volume of email sent is in reverse order, with North American marketers sending an order of magnitude more email than the APAC sample group.

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