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Click-to-open rates of marketing emails worldwide – Image: Xpert.Digital

Between July 2019 and June 2020, marketing emails in the publishing industry had the highest click-to-open rate at 19.36 percent. Sports & Activities and Financial Services followed with 13.22 percent and 12.92 percent, respectively.

What are the global click-to-open rates for marketing emails?

• 19.36% – Publishing
• 13.22% – Sports & Activities
• 12.92% – Financial services
• 12.63% – Technology and High Technology
• 12.35% – Communication
• 12.22% – Arts & Entertainment
• 11.67% – Non-profit organizations
• 11.54% – Retail
• 11.52% – Health & Beauty
• 11.37% – Legal services
• 11.19% – Healthcare
• 11.10% – Internet Marketing
• 10.12% – Average
• 9.94% – Restaurants & Food
• 9.91% – Automotive industry
• 9.84% – Agencies
• 8.73% – Education
• 8.52% – Real Estate
• 7.17% – Travel

Email marketing performance indicators by transaction type worldwide – Image: Xpert.Digital

A study of global email marketing performance metrics in the first half of 2020, broken down by transaction type, showed that automated emails had the second-highest unique open rates, click-through rates, and click-to-open rates among the three email types. Transactional emails ranked first in all three areas. Transactional emails are emails that are automatically sent as a result of specific actions or actions taken by visitors. They are individual emails sent in response to specific actions.

Automated

• 41% – Clearly open
• 13% - Click
• 24% - Click-to-Open

Manually

• 23% – Clearly open
• 5% - Click
• 13% - Click-to-Open

Transaction-related

• 53% – Clearly open
• 22% - Click
• 31% – Click-to-Open

Suitable for:

• Lobbying – a main field and marketing tactic of the public relations industry
• PR (Public Relations) and marketing services
• Agency power – from digital marketing to lobbying!

Email marketing performance indicators by business type worldwide – Image: Xpert.Digital

A study of global email marketing performance metrics in the first half of 2020 analyzed emails sent by various types of businesses. According to the study, B2C emails had a slightly higher open rate of 25 percent compared to B2B emails at 22 percent, while messages sent by associations had an open rate of 19 percent at that time.

Email marketing performance indicators by business type worldwide

B2B

• 22% – Clearly open
• 6% - Click
• 15% - Click-to-Open
• 1.2% – drop-off
• 0.1% – Cancellation

B2C

• 25% - One-time opening
• 5% - Click
• 13% - Click-to-Open
• 1.1% – drop-off
• 0.22% – Cancellation

Associations

• 19% - One-time opening
• 3% - Click
• 7% - Click-to-Open
• 1.8% – Jump
• 0.14% – Cancel

Global CTR of promotional emails by category due to COVID-19 – Image: Xpert.Digital

A study conducted in March and April 2020 compared the click-through rates (CTR) of promotional emails during the COVID-19 pandemic. According to the findings, some categories saw an increase in their promotional email CTR, for example, food and beverages, where the rate rose from 1.68 percent to 2.78 percent. Travel, hospitality, and leisure was the only category to experience a decline in CTR, from 1.44 percent in March to 1.31 percent in April. The study was based on 6 million emails sent by global clients.

What were the click-through rates (CTR) of promotional emails in March 2020?

• 2.29% – Advertising and marketing agencies
• 3.86% – Agriculture, forestry, fishing and hunting
• 1.08% – Automotive and aerospace industries
• 2.28% – Construction industry, building contractors and manufacturing
• 1.56% – Packaged consumer goods
• 3.89% – Education
• 3.35% – Engineering, Architecture and Design
• 2.71% – Financial services
• 1.68% – Food and beverages
• 3.82% – Public sector
• 3.34% – Health services
• 2.81% – IT/Technology/Software Services
• 3.11% – Logistics and wholesale
• 3.6% – Media, entertainment and publishing
• 3.5% – Non-profit
• 3.12% – Freelance services
• 2.81% – Real estate, planning and construction
• 2.36% – Retail
• 1.44% – Travel, hospitality and leisure
• 2.69% – Other
• 2.78% – Average

What were the click-through rates (CTR) of promotional emails in April 2020?

• 2.4% – Advertising and marketing agencies
• 4.45% – Agriculture, forestry, fishing and hunting
• 1.21% – Automotive and aerospace industries
• 2.72% – Construction industry, building contractors and manufacturing
• 1.67% – Packaged consumer goods
• 4.17% – Education
• 4.43% – Engineering, Architecture and Design
• 3.66% – Financial services
• 2.78% – Food and beverages
• 5.71% – Public sector
• 3.74% – Health services
• 3.26% – IT/Technology/Software Services
• 3.29% – Logistics and wholesale
• 3.81% – Media, entertainment and publishing
• 3.94% – Non-profit
• 3.16% – Freelance services
• 3.23% – Real estate, planning and construction
• 2.94% – Retail
• 1.31% – Travel, hospitality and leisure
• 2.98% – Other
• 3.10% – Average

Suitable for:

• Most effective social media advertising formats for PR and content marketing, for B2B and B2C
• How much marketing team & marketing budget should it be?

Survey on the use of communication tools by conversation partner – Xpert.Digital

This statistic reflects the results of a survey on the use of emails, mobile messengers/SMS, and social networks for communication by contact person in Germany in 2020. Approximately 54 percent of respondents stated that they communicate with acquaintances via email.

Who do you communicate with via email?

• 63.2% – Companies/Firms
• 54.1% – Known
• 53.8% – Family
• 53.0% – Offices
• 39.7% – My best and closest friends
• 38.2% – Further circle of friends
• 32.2% – Work colleagues/Schoolmates
• 21.9% – Clubs
• 19.6% – Life partner

Who do you communicate with via social networks?

• 19.6% – Companies/Firms
• 55.6% – Known
• 52.0% – Family
• 6.8% – Offices
• 47.8% – My best and closest friends
• 45.0% – Further circle of friends
• 31.1% – Work colleagues/Schoolmates
• 12.5% ​​– Clubs
• 20.6% – Life partner

Survey on mobile email usage by frequency in Germany – Image: Xpert.Digital

This statistic shows the results of a survey on mobile email usage by frequency in Germany between 2010 and 2018. In 2018, approximately 46.7 percent of respondents stated that they regularly used emails on mobile devices.

We provide you with further numerous insights into numbers, data and facts that can help you optimize and expand your marketing:

• Customer Demographics Library – Demographics Knowledge Base (PDF)
• Online Marketing Library (PDF)
• E-Commerce Library – Knowledge Base (PDF)
• Social Media Marketing Library – Knowledge Base (PDF)
• SEO Library – SEM knowledge database (PDF)
• Search Engine Advertising / SEA Library – Search Engine Advertising Knowledge Base (PDF)
• Extended Reality (XR) Library (PDF)

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