Email Marketing Study: Lodging & Travel Industry Reports Highest Email Open Rate At 56%

A new email benchmark study from Silverpop found the Lodging and Travel industry was a top performer when it came to email open rates and CTRs.

Chat with MarTechBot

email-atsign-ss-1920
According to a new email metrics benchmark study from marketing software provider Silverpop, the Lodging, Travel Agencies & Services industry reported a 56.7 percent email open rate, the highest rate among the 17 industries included in the study.

Other strong performing industries included Consumer Products; Hospitals, Healthcare & Biotech; Insurance; and Schools & Education, all of which reported open rates greater than 50 percent.

Unique Open Rate by Industry

Silverpop email study september 2015

The Lodging, Travel Agencies & Services industry also scored high when analyzing click-through rates, along with the Computer Hardware & Telecommunications industry and Consumer Products, the only industries to score above a five percent for Mean Click-through Rate.

Click-Through Rate by Industry

Silverpop email study september 2015 ctr by industry

Silverpop’s 2015 Email Marketing Metrics Benchmark Study analyzed emails from 750 companies representing 3,000 brands from more than 40 countries. To complete the study, Silverpop analyzed types of email marketing messages, along with various metrics to establish benchmarks across both industries and regions.

Silverpop found that APAC countries were the top performers when evaluating open rates by region, earning a 49.5 percent open rate. The US and EMEA regions nearly tied for second place at 40.9 and 40.3 percent.

Unique Open Rate by Region

Silverpop email study september 2015 open rates by region

Other findings showed that transactional messages were more likely to get opened than non-transactional, with nearly three out of every four customers opening transactional emails.

You can download Silverpop’s full study here: The 2015 Email Marketing Metrics Benchmark Study.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


About the author

Amy Gesenhues
Contributor
Amy Gesenhues was a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy's articles.

Get the must-read newsletter for marketers.