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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 of 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 & Groceries
• 9.91% – Automotive industry
• 9.84% – Agencies
• 8.73% – Education
• 8.52% – Real Estate
• 7.17% – Travel

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

In a study of global email marketing performance metrics in the first half of 2020, a breakdown by transaction type showed that of the three email types, automated emails had the second highest unique open rates, as well as click-through rates and click-to-open rates. Transactional emails ranked first in all three areas. Transactional emails are emails that are sent automatically based on specific actions or actions taken by visitors. These are individual emails that are sent in response to promotions.

Automated

• 41% – Definitely open
• 13% – Click
• 24% – Click to open

Manually

• 23% – Definitely open
• 5% – Click
• 13% – Click to open

Transactional

• 53% – Definitely 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 metrics 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 different business types. Accordingly, B2C emails had a slightly higher open rate of 25 percent than B2B emails of 22 percent, while messages sent by associations had an open rate of 19 percent at that time.

Email marketing performance metrics by business type worldwide

B2B

• 22% – Definitely open
• 6% – Click
• 15% – Click to open
• 1.2% – bounce
• 0.1% – Unsubscribe

B2C

• 25% – Open once
• 5% – Click
• 13% – Click to open
• 1.1% – bounce
• 0.22% – Unsubscribe

Associations

• 19% – Open once
• 3% – Click
• 7% – Click to open
• 1.8% – bounce
• 0.14% – Unsubscribe

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

A study from March and April 2020 compared click-through rates (CTR) of promotional emails during the COVID-19 pandemic. According to the results, some categories saw an increase in the CTR of their promotional emails, for example in the case of food and beverages, where the rate increased from 1.68 percent to 2.78 percent. Travel, dining and leisure was the only category to see a decrease in its CTR, from 1.44 percent in March to 1.31 in April. The study is based on 6 million emails sent by global customers

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
• 2.28% – Construction, construction 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% – Professional Services
• 2.81% – Real estate and housing, 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
• 2.72% – Construction, construction 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% – Professional Services
• 3.23% – Real estate and housing, 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 means of communication by conversation partner – Xpert.Digital

This statistic shows the results of a survey on the use of emails, mobile messengers/SMS and social networks for communication by conversation partner in Germany in 2020. Around 54 percent of those surveyed said they communicated with friends via email.

Who do you communicate with via email?

• 63.2% – companies/companies
• 54.1% – acquaintances
• 53.8% – Family
• 53.0% – offices
• 39.7% – My best and closest friends
• 38.2% – Wider 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/companies
• 55.6% – acquaintances
• 52.0% – Family
• 6.8% – offices
• 47.8% – My best and closest friends
• 45.0% – Wider 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 from 2010 to 2018. In 2018, around 46.7 percent of those surveyed said 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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