Email Marketing Benchmarks : Do You Measure Up?

Email Performance Trends
Metric	2002	2003	2004
Delivery rate	86.5%	87.5%	88.8%
Open rate	37.6%	39.2%	38.2%
Click-through rate (CTR)	19.9%	22.7%	22.0%
Response rate	7.5%	8.9%	8.4%
Click-to-purchase rate	3.4%	3.5%	3.3%
Source: DoubleClick

When it comes to email metrics, many terms mean different things to different people. For example, some businesses consider click-through rate to be "total clicks divided by emails delivered". However, that's non-unique response rate in my opinion.

There's also a big difference between unique and non-unique responses. If you're not measuring uniques, your stats will be an overestimate of the "real" numbers and you'll end up focusing on click-counts instead of individual customer reponses. You need to track and measure UNIQUE opens/clicks if you want meaningful stats.

Ultimately it doesn't matter which terms you use for what metric, as long as you're measuring the right things and understand what your metrics are telling you. At the end of the day, the only benchmark that really matters is your own.

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