how to measure your email success (2015 data)

Hong Kongers love email and it’s by far their most preferred way of hearing from brands. How do you know if you’re performing well? A lot hinges on the quality of your product and presentation but we know you need to start somewhere in terms of measurement. There aren’t a lot of Hong Kong specific benchmarks around although you’ll find some in our recent article. So we’ve taken a look at some UK stats which may help benchmark your email performance.

Overall Across Sectors

  • Open Rate
  • Click-through rate
  • Click-to-opens rate
  • Unsubscribe rate
  • Unsubscribe-to-opens rate

Past 12 Months Change

Based on averages across all of the tracked sectors, open, click/ click-through, click-to-open and unsubscribe-to-open rates all showed increases.  The average unsubscribe rate showed a decrease.

Opens and Click-through Rates by Sector (by CTR)

  • Legal / Accounting
  • Fashion
  • Retail B2C
  • Banking / Finance
  • Restaurant / Hospitality

About the Report
Analyzed over 1 billion emails sent through the platform between 1st January and 31st December 2015. These are sent from a range of small-medium sized UK organizations and public sector departments.


FURTHER READING // 2016 Email Benchmark Summary
Experian The 2015 Digital Consumer View (Asia)

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