This email marketing benchmark insight includes data obtained from both GetResponse and Qreuz. The data collected was done so via survey of digital business owners in 2020 regarding their email marketing KPIs. The figures relating to newsletters, triggered emails, autoresponders, and RSS emails were all taken from GetResponse’s 2020 survey. Qreuz carried a separate study to investigate the same KPIs in a different email marketing tactic, email series’.
To get the data on the basic KPIs of email series’, Qreuz surveyed 50 digital business owners in October 2020 to find out how successful running an email series is in comparison to newsletters, triggered emails, autoresponders, and RSS emails.
Here are the results of each study based on the KPI:
Newsletters had the lowest open rate out of all of the email marketing tactics, at 20.48%. All of the other email tactics can be automated and drew in better open rates than newsletters, which tend to require more individualization.
Triggered emails are opened the most, at a 44.5% open rate. Triggered emails are sent to users after they complete a certain action, such as signing up or purchasing a product. People open autoresponder emails 29.77% of the time and email series’ are opened 28.92% of the time, which is over 8% more than newsletters. RSS emails are opened 26.78% of the time.
Newsletters also have the lowest click-through rate out of all of the email marketing tactics in this study. Only 2.84% of readers follow through on the call-to-action (CTA). Triggered emails have a click-through rate of 10.39%, autoresponders have a 5.92% click-through rate. Email series’ get a click-through 4.87% of the time. RSS emails have a higher click-through rate than both the autoresponder and the series email, at 6.69%.
Here we see which email marketing tactic causes us to lose more subscribers. Newsletters do not perform the worst in this KPI. They have an unsubscribe rate of 0.18% which is less than the triggered email’s 0.51% and the 0.32% of the autoresponder. However, it is slightly higher than the unsubscribe rate of email series’ and RSS emails.
- GetResponse. (2020). Email Marketing Benchmarks Available at: https://www.getresponse.com/resources/reports/email-marketing-benchmarks (Accessed: 05 Nov 2020)