Do you know if your e-mail response measures up competitively in terms of open rates and click-through rates? A recent blog post by Christopher Ratcliff, an econsultancy.com writer, helpfully put together benchmark measures by industry (and country) from third-party e-mail service providers MailChimp, Silverpop and UK-focused Sign-up.to. Just to give you a taste, Silverpop's 2014 benchmark study finds that the average U.S. unique open rate is 20.1% and the average U.S. click-through rate is 3.2%. But the differences between industries are significant. Just looking at Silverpop figures for example, health care scores the top average unique open rate of 26.2%, followed by education (25.7%) and nonprofits (25.3%). By comparison, travel and leisure e-mailers are at the bottom for unique opens with a low 15% average, along with media and publishing (16.6%). When it comes to click-through rates, Silverpop's top average goes to health care again with 4.8%, followed closely by consumer services (4.7%) and education (4.5%). Meanwhile, the travel and leisure industry also ranks lowest for average click rate with 2.2%. To check on e-mail response benchmarks for your industry, B2B or B2C, go to https://econsultancy.com/blog/65034-what-is-a-decent-email-marketing-response-rate#i.dm8nfzdnneipzz
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