As more platforms emerge, email continues to reign as a key marketing channel for retailers. For nearly two decades Listrak has partnered with thousands of clients to analyze, establish, and drive results. This report details overall and vertical-specific email benchmarks by campaign type to help marketers gauge and track program performance.
Data is based on approximately 32 billion emails sent by Listrak clients during 2017, with all clients based in the US and functioning as either omni-channel or pure play online retailers. Open rate, click to open rate (CTOR), conversion rate, and revenue per email sent were tracked across campaign types. The results in this report are calculated based on overall averages; in many cases, our clients are seeing results higher than what is reported.
Open Rate - The percentage of email recipients who opened a given email.
Click To Open Rate (CTOR) - The percentage of email recipients who opened an email and then clicked through the email via a link.
Conversion Rates - The percentage of email recipients who clicked through an email and completed a desired action, such as purchasing a product, entering a sweepstakes, or filling out a form.
Revenue Per Email Sent - The average amount earned for each email sent.