The Email Marketing Metrics Report is a series of data reports produced by Vision6. It is calculated monthly as a reflection of the current email marketing landscape.
What to do with this information
See how you compare with comparative benchmarks
Discover trends that have an impact on your campaigns
Mobile vs Desktop vs Webmail
This chart shows the popularity of the different platforms people use to open their emails.
Over the last five years we have seen mobile opens increase from a mere 10%. All templates in Vision6 are mobile friendly by default.
Top 5 Email Clients
This chart shows the top 5 Email Clients people use in a desktop and webmail environment.
Over the years desktop clients have decreased in popularity and has seen a rise in webmail clients being used. The ever increasing prevelance of businesses moving their applications into the cloud has had an influence
on this in recent years with Gmail and Apple Mail now taking out the top 2 positions.
Email Sends by Day
This chart displays the total amount of emails sent on each day and the respective average open rates.
The data below is for the previous six month period.
The most popular day to send fluctuates between Wednesday and Thursday with little difference between them. All weekdays are
seeing quite even open rates with the weekend decreasing slightly. Importantly, find out what works best for your audience by trying to
get to know their habits and routines. Then test, test and test some more.
This chart looks at all the Open Rates for each send then calculates an overall average.
The overall average Open Rate has been steady for some time now and is tracking in the 30's. There is much more variation within industries. It's
always best to look at your own performance and not just look at the overall average alone as a goal to reach. Open Rates are
dependent on many things including the health of your database, from name and subject lines.
Click Through Rates
This chart looks at the Click Through Rates for each send then calculates an overall average.
Overall average Click Through Rates (CTR) has ranged between 4.5% and 6% over the last 12 months. The best way to increase your CTR
is to make sure that your content is highly relevant and interesting. Experiment with different types of calls to action including text links,
buttons and image links to ensure you grab your reader’s attention.
This chart looks at Bounce Rates for each send then calculates an overall average.
There has been a consistent trend of Bounce Rates gradually decreasing over the last few years. It's currently sitting around 3% overall.
Bounce rates are often used as a key measure of deliverability and include permanent and temporary bounces.
Temporary Bounces usually means the email address is temporarily unavailable, often because the server was busy or the mailbox full. Permanent Bounces usually means the email address is incorrect or is no longer in operation.