[SMK] Social Media Knowledge


Number Crunch: Email Marketing Q2

Email remains the work horse of the digital marketing world. While not as glamorous as a Snapchat or Instagram, there's a reason the medium continues to be a favourite among marketers.

Here's how email marketing looks midway through 2014.

Blanket coverage

More than 91 per cent of internet users open their email once a day.

In 2013 some 66 per cent of US users made a purchase based on email marketing messages.

A new view

While open rates and click-throughs are the benchmarks of email marketing, it's worth noting that 83 per cent of email recipients use the email preview pane before opening an email.

This means your content must be engaging, both aesthetically and in substance.

Subject line

A third of email recipients will open an email based on the subject line.

Using terms like “News”, “Alert”, and “Bulletin” boost open rates.

Terms such as “Sale” and “Monthly” see them decline.


Buying lists might work for some, but  remember that 20 per cent of recipients will report email marketing as spam, even if they know it isn't.

Almost half (43 per cent) of these users base their decision on the “From” name and email address.

Industry standard

Click-rate differ widely across interests and industries. We're most likely to open emails that speak to our lifestyle. 

Emails about Arts and Artists (27 per cent), Photo and Video (27 per cent), and Home and Garden (26 per cent) attract the highest click rates.

On the other end of the scale, emails about Insurance (19 per cent), Vitamins (18 per cent), and Pharmaceuticals (17 per cent) see the lowest response.

Size matters

Interesting, company size also has an impact on open rates.

Companies with between one to 10 employees see an average open rate of 22.1 per cent.

Business with 50+ employees see a higher average open rate of 23.4 per cent.

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