If you have any doubts that transactional emails engage with customers, statistics from Silverpop's “2015 Email Marketing Metrics Benchmark Study” should put them to rest.

How transactional emails perform against nontransactional messages was just one of the findings that stand out in this year's research, which studied data from emails sent by nearly 3,000 brands from more than 750 companies in 40 countries.

As in previous studies, we examined open and click metrics that measure how well marketers are engaging their audiences, as well as disengagement measures such as unsubscribes and spam complaints.

We present these findings several ways, all intended to help you draw extra meaning from the numbers:

• Best and worst      performers: Besides reporting the mean (average) and median, we highlight results from the top      and bottom 25% of performers. Results for the top quartile often are      double or higher the average or median numbers.
• Global comparison: We compare brands in five global regions: the United States, Canada, the U.K., Asia-Pacific countries      (APAC) and Europe/Middle East/Africa (EMEA).
• Industry verticals: We slice results by 17 verticals      for more detailed and precise comparisons.

If you want to elevate your email marketing program, compare yourself to the best performers in your competitive niche and on the benchmarks that are most important to you. Our motto is "'Average' is the new bottom."

Unique Open Rate: APAC Countries were Highest

On average, 21 percent of emails were opened (median 17.4 percent). The rate nearly doubled in the top quartile of senders, to 41.3 percent, but in the bottom quartile, it plunged to 7 percent.

Global: Senders in APAC countries outperformed the three other regions on all measurements: mean (26.1 percent), median (21.5 percent) and top quartile (49.5 percent).

ETİKETLER