Huge study underlines the power of email marketing

April 18, 2016

I’m often asked if email marketing is still a worthwhile pursuit or whether the budget it takes up would be best served elsewhere. First things first, it’s worth reminding that email marketing can be a relatively inexpensive strategy but that’s not a good enough reason to keep using it, of course – luckily there are other, results-based reasons why it should stay.

Statistics suggest that email marketing is more effective in 2016 than it has been for a little while. According to average open rates sat at 24.88% throughout 2015, which represents an overall increase of 1.8% year on year, while click-through rates averaged 3.43%, an annual increase of 9.3% - the highest level since 2010.

The findings are not to be taken lightly either, with more than a billion emails across 29 industry sectors taken into account in the report.

The legal & accounting (37.25%) and TV/radio/film (35.81%) sectors came out on top as the types of brands most likely to drive opens on marketing emails, while government communications enjoyed the highest click-through rates at 9.69%.

There were increases across the board, however, with ten sectors seeing an average increase in open rates, most notably within B2B (22.69%), fashion (23.82%) and sales/marketing design (25.31%).

“Our 2016 Email Marketing Benchmark Report continues to indicate that the benefits of email marketing are growing,” commented’s Matt McNeill.

However, he’s quick to note that brands will only enjoy better open rates, improved levels of engagement and greater customer loyalty if they make the effort to “understand and profile their audience and offer relevant, timely and valuable messages”.

The report also showed the benefits of cross-device marketing, with emails received by smartphone and tablet users boasting average open rates of 54.59%.

Automated marketing showed its worth, too, averaging open rates of 56.43% and click-through rates of 31.13%.

As the report highlights, personalised emails will have played a big part in the uplifts. It just shows, it is possible to gain insight quickly enough from your wealth of data, if you employ the right techniques and practices.

Kevin Mason - Director