Ayaz Nanji at MarketingProfs published a post today on email marketing benchmarks and trends. Using data from a recent Yesmail report, the post begins with a chart highlighting averages for delivery rates, open rates, click-throughs and unsubscribe rates across a dozen industries.
It’s useful data, particularly if you fall into one of the 12 industries highlighted, and can help guide your decision making and future email marketing plans.
The really eye-opening data, though, is the disconnect on responsive design. Mobile-friendly responsive design emails were 21% more likely to get clicks than non-responsive, yet on 25% of marketers are sending responsive email all or most of the time.
So, the less for content marketers, aside from the obvious need to use data like this to hone your email marketing effectiveness, I’ll also chime in with my usual rant: gather and use your own data! Yes, it takes more effort than quickly scanning Yesmail’s report (or MarketingProf’s excerpts …) but the pictures you can draw over time will be much more effective in driving continual improvement in your marketing.