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.
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
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’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
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.