Email Metrics By Sector (UK)

Email Metrics By Sector
Sector	Delivery	Open Rate	CTR	Response
B2C Acquisition	91%	29%	27%	6%
B2C Retention	91%	32%	28%	12%
B2B Acquisition	88%	32%	25%	4%
B2B Retention	90%	37%	30%	13%
Source: DMA National Email Marketing Benchmarks Survey 2005

Notes:
1. Delivery rate is the number of emails delivered expressed as a percentage of the number of emails sent.
2. Open rate is unique emails opened divided by emails delivered.
3. CTR (click-through rate) is unique clicks divided by unique emails opened.
4. Response rate is unique clicks divided by emails delivered.

In 2004, the average click-to-sale conversion rate for B2C was 3.3%. However, conversion rates are highly dependent on an individual business. 1.5% to 6% is a typical conversion rate for most B2B marketers sending a sales offer to an in-house list.

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