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Click-to-Open Council 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 house
• 13.22 % – sports & activities
• 12.92 % – financial services
• 12.63 % – and high technology
• 12.35 % – communication
• 12.22 % – art & entertainment
• 11.67 % – non -profit organizations
• 11.54 % – retail
• 11.52 % – health & beauty
• 11.37 % – legal services
• 11.19 % – health care
• 11.10 % – marketing
• 10.12 % – average
• 9.94 % – restaurants & food
• 9.91 % – automotive industry
• 9.84 % – agencies
• 8.73 % – education
• 8.52 % real –
• 7.17 % – travel

Email marketing performance indicators according to the 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 % – clearly open
• 13 % – click
• 24 % – -to-open

Manually

• 23 % – clearly open
• 5 % – click
• 13 % – -to-open

Transactional

• 53 % – clearly open
• 22 % – click
• 31 % – -to-open

Suitable for:

• Lobbying – a main field and marketing tactics of the public relation industry
• PR (Public Relations) and marketing services
• Agencies Power – from digital marketing to lobbying!

Email marketing performance indicators according to the 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 % – clearly open
• 6 % – click
• 15 % – -to-open
• 1.2 % – jump
• 0.1 % – cancellation

B2C

• 25 % – one -time opening
• 5 % – click
• 13 % – -to-open
• 1.1 % – jump
• 0.22 % – cancellation

Associations

• 19 % – one -time opening
• 3 % – click
• 7 % – -to-open
• 1.8 % – jump
• 0.14 % – unsubscribe

Worldwide CTR of advertising 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 % – agricultural and forestry, fishing and hunting
• 1.08 % – automotive industry and aerospace
• 2.28 % – construction industry, construction company and manufacturing
• 1.56 % – packaged consumer goods
• 3.89 % – educational system
• 3.35 % – engineering, architecture and design
• 2.71 % – financial services
• 1.68 % – food and drinks
• 3.82 % – public sector
• 3.34 % – health services
• 2.81 % – /technology/software services
• 3.11 % – logistics and wholesale
• 3.6 % – media, entertainment and publisher
• 3.5 % – non -profit
• 3.12 % – freelance services
• 2.81 % – property 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 and forestry, fishing and hunting
• 1.21 % – automotive industry and aerospace
• 2.72 % – construction industry, construction company and manufacturing
• 1.67 % – packaged consumer goods
• 4.17 % – educational system
• 4.43 % – engineering, architecture and design
• 3.66 % – financial services
• 2.78 % – food and drinks
• 5.71 % – public sector
• 3.74 % – health services
• 3.26 % – /technology/software services
• 3.29 % – logistics and wholesale
• 3.81 % – media, entertainment and publishing house
• 3.94 % – non -profit
• 3.16 % – freelance services
• 3.23 % – property 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 for the use of communication means according to interlocutors – 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 % – known
• 53.8 % – family
• 53.0 % – offices
• 39.7 % – my best and closest friends
• 38.2 % – another 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 % – known
• 52.0 % –
• 6.8 % – offices
• 47.8 % – my best and closest friends
• 45.0 % – another circle of friends
• 31.1 % – work colleagues/schoolmates
• 12.5 % –
• 20.6 % – partners

Survey for mobile e-mail use according to 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 Demography Library – Demography Knowledge database (PDF)
• Online Marketing Library (PDF)
• E-commerce library – knowledge database (PDF)
• Social media marketing library – knowledge database (PDF)
• SEO library – this knowledge database (PDF)
• Search Engine Advertising / Sea Library – Search engine advertising knowledge database (PDF)
• Extended Reality (XR) Library (PDF)

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