Health care and education companies see the highest average open rates among emailers, according to a new report from IBM’s Silverpop. The report found that on average health care companies see an average of 26.2 percent open rates for their emails and education companies see an average of 25.7 percent. The consumer services industry sees an average email open rate of 25.5 percent and nonprofits recorded an average of 25.3 percent. Retailers were lower on the list with an average open rate of 20.9 percent.
Silverpop, the e-mail management technology provider, which is part of IBM Corp., defines a unique open rate as “one open per recipient and is expressed as a percentage of the total number of delivered email messages.” Silverpop calculates the rate by dividing the number of unique opens by the total number of delivered e-mails, and then multiplies by 100 to get the percentage.
Unique open rates by industry:
• Health care, 26.2%
• Education, 25.7%
• Consumer services, 25.5%
• Nonprofits, 25.3%
• Real estate and construction, 23.1%
• Corporate services, 20.7%
• Media and publishing, 16.6%
• Travel and leisure, 15.0%
For click-through rates, the e-mails that achieved one click—retail captured an average of 3.4%. Ahead of financial services (3.3%), industrial manufacturing and services (3.2%) and consumer products (2.7%), but behind health care (4.8%), consumer services (4.7%) and nonprofits (4.2%).
The Silverpop study also measured “hard bounce rates”—the percentage of messages that failed because the address doesn’t exist or the account was closed. The global median hard bounce rate for all industries was 0.0377% in 2013, down 95% from the year before.
The decrease in hard bounce rates seems to signal that email marketers are taking list hygiene seriously, according to the Silverpop report. Efforts to remove hard bounces more often and faster from their active databases help keep bad addresses from getting into their databases and to keep a closer eye on factors that affect sender reputation.”
Silverpop bases it findings on messages sent by Silverpop’s client base. Researchers combined data from all messages sent by nearly 3,000 brands from 40 countries.