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Email Marketing Metrics Report

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What you need to know

All the metrics you need to know in less than 2 minutes. Watch the video now for the latest scoop.


46% of people use a mobile device to check emails


51% of people use Gmail to check emails


30% decrease in bounce rates over the past 6 months


20% increase in click-through-rates over the past 4 years

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 we've seen a rise in webmail clients being used. The ever increasing prevelance of businesses moving their applications into the cloud has had an effect 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 preferences. Then test, test, and test some more.

Open Rates

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 30s. Open rates vary by industry. It's important to look at the benchmark for your industry as well as your own performance. Open Rates are dependent on many things including the health of your database, your subject lines, and your send from name.

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) have 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 really grab your readers' attention.

Bounce Rates

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. They are currently sitting around 2%. Bounce Rates are often used as a key measure of deliverability and include permanent and temporary bounces. Temporary Bounces usually refer to email addresses that are temporarily unavailable because the server is busy or the mailbox is full. Permanent Bounces usually refer to email addresses that are incorrect or are no longer active.

A trip down memory lane

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