This years results show a strong increase in average email open rates, rising from 18.35% to 21.47% in the last 12 months. Business to Business Sales emails achieved the highest open rates at 27.97% and Sport & Leisure email communications proved highly successful too, achieving open rates of 25.57% on average.
The 5th edition of this annual report from Sign-Up.to is the result of an analysis of over 1.1 billion emails sent across 22 industry sectors. The report is the only one of its kind, focussing exclusively on results for UK based small to medium-sized businesses.
Sign-Up.tos CEO and email marketing expert Matt McNeill explains: When youre running a small business in the UK, it can be difficult to find meaningful comparisons to measure your marketing against. We know, we tried. Reports on big businesses and US firms just arent that useful for a UK SME. Thats why we created our UK Email Marketing Benchmark Report.
The full report and interactive versions of the charts are available free at www.sign-up.to/email-marketing-benchmarks/email-benchmark-20…
As well as open rates, clicks and unsubscribes, the report looks at reader engagement, measured by the click-to-open rate, and reader loyalty, using unsubscription-to-open rate.
The report is based on email messages sent through the Sign-Up.to marketing platform in the 12 months from 1st January – 31st December 2012. All emails were permission-based, sent to subscribers who explicitly opted in to hear from the sender.