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Email Marketing: Can It Still Generate Leads?

Posted by Deborah Young

... That depends on who you ask, who your target audience is, and what industry you're targeting.

A recent email benchmark study by Silverpop looks at the standard email marketing conversion statistics but also compares stats across the globe and slices and dices them based on industry. Let's look at a couple of the results.

Email Open Rate

Open rate (defined as the number of measured opened messages — including emails in which images were enabled, as well as “implied opens” on text messages that recorded a click on a link or an HTML message whose viewer didn’t enable images but clicked on a link — divided by the number of delivered messages) varies little between the U.S., EMEA and Canada. The mean unique open rate hovers right around 20% for all of these regions.

When you look at it by industry things get a little more interesting, with average open rates as low as 15% (education) and as high as 24.7% (computer software):

table showing email open rates by industry


Click-through rate (CTR) is the number of unique clicks on links in the email message divided by the number of delivered email messages in a campaign. Three industries were dominant in this study — Computer Software, Media & Publishing and Consumer Services — perhaps because the content distributed in these verticals tends to be oriented less on sales messaging and more on news, information and education.

table showing click-through rates by industry

Email marketing may not be quite the dominant player it once was, but it can still be an effective way to generate leads for your business.

Are you using the most powerful method of online lead generation for your business? P.S. If you're looking for a little help, our strategic marketing consulting is designed to show you the online marketing strategies that help keep the customers you have while generating more and better leads. That process begins when we improve search engine ranking, devise the best social media campaigns and put other mobile and online marketing strategies to work for your business.



About Deborah Young

Deborah Young

Deborah is a reformed tennis bum and inbound marketing strategist whose main professional purpose is to support local business owners, experts and entrepreneurs by helping them understand the impact and importance of online marketing. She is one happy camper when she can help clients be more visible on the Internet, increase their own customer base and become more profitable. How can she help you?

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