In August, Smart Insights published some statistics on e-mail marketing for various sectors within the UK and U.S. markets. You’ll find these insights useful, but more importantly, they say something about how important e-mail marketing really is. Let’s take a look at some of the stats:
- Of 46 business sectors, e-mail open rates range from 13.9% to 29.4%
- The top three sectors for open rates include Hobbies, Arts & Artists, and Photo and Video
- The top click-through rates for e-mail marketing are for the Hobbies, Media and Publishing, and Photo and Video tied with Home and Garden industries (5.7%, 4.8%, and 4.2%, respectively)
- For e-mail engagement, the lodging and travel sector leads the way with a 56.7% unique open rate
- Computer, Hardware, and Telecom leads in the Click-to-Open category at a rate of 39.2%
While these statistics are for UK-based companies, you can still glean from this information that e-mail marketing continues to strong. In fact, they go on to say about U.S. e-mail marketing that
US email campaign data published February 2015 shows that despite some social media marketing specialists occasionally saying that “email marketing is dead”, open and clicks remain stable.
In other words, companies are still seeing positive results from their e-mail marketing efforts. I conclude that e-mail marketing is not going away any time soon.
Which U.S. Sectors Are Leading With E-mail Marketing?
A further study of U.S.-based e-mail marketing efforts indicates the following statistics based on industrial sectors:
- Financial services and banks have the highest open rate at 52.1%
- General retail follows with 41.4% open rates
- The highest click-rate is in the business publishing industry (6.7%)
- Retail Apparel is second in the click-rate category (5.3%)
- Regarding click-to-open rates, the Business Publishing/Media sector leads with 27%, followed by Consumer Publishing with 21.8% and Consumer Services Telecom with 20.9%
In most cases, these leading e-mail marketing sectors saw an increase from the last report by the company providing this data. That means that e-mail marketing is nowhere close to being dead and is not expected to decline any time soon.
E-mail Marketing is Still Effective
The effectiveness of e-mail marketing is not disappearing. In fact, it may even be increasing. People are still checking their e-mails on a regular basis, and if they give you their e-mail address, it means you have their permission to contact them for future marketing. If they don’t want to be on your list, they’ll unsubscribe.
Social media may be alive and well, but people still like to receive their best offers by e-mail, and they like to stay in touch with their favorite brands by e-mail. That isn’t likely to change.