Category: Marketing

Seeing and understanding your Email Marketing Results should not have to be difficult. As an example: “My open rate is too low” is a common misconception. Take a look at the open rate for your industry below. If your open rate is close, you’re doing great!

Did You Know?

The email marketing results “total open rate” is calculated based on unique opens by contact. The “mobile and tablet open rate” and the “desktop open rate” present a breakdown of the total open rate, showing the percentage of opens that were on a mobile or tablet device versus on a desktop.

What the Numbers Mean

The open, click-through, bounce, and unsubscribe rates for your campaign give a well-rounded picture of how your emails are being received. They also give you a place to start when you’re looking to improve! Learn more about Constant Contact reports

• Open Rate – Measures the percentage of emails opened compared to sent.
  Bounce Rate – Measures the number of emails sent compared to the number of emails delivered.
• Click-Through Rate – Compares the number of people who clicked on a link within an email against the unique number of opens.
• Unsubscribe Rate –​ Measures the number of people who elected to no longer receive future emails compared to the number of people who received your campaign.

PRO TIP: Sending short emails with a clear call-to-action to a segmented list helps increase your rates while keeping unsubscribes down.

As of September 2019:

The numbers below are gathered and compiled by Constant Contact, the world’s #1 Email Marketing Service. The data is from over 200 million emails sent by Constant Contact customers who have recorded their business type. The result results below should give you a sense of how your results compare with others in your industry so that you can meet and exceed your business goals.

Business Type	Open Rate (Total)	Mobile and Tablet Open Rate	Desktop Open Rate	Click-Through Rate	Bounce Rate	Unsubscribe Rate
All Industries – Overall Average	14.79%	42.83%	57.17%	6.99%	9.00%	0.01%
Accommodations (e.g., hotel, inn, B&B, campgrounds)	12.80%	51.94%	48.06%	7.57%	6.09%	0.01%
Accountant	10.64%	38.22%	38.22%	5.33%	6.25%	0.01%
Business Type	Open Rate (Total)	Mobile and Tablet Open Rate	Desktop Open Rate	Click-Through Rate	Bounce Rate	Unsubscribe Rate
Animal Services	17.00%	63.98%	36.02%	7.76%	7.43%	0.02%
Art, Culture, Entertainment (e.g., galleries, museums, musicians, theatre, film, crafts)	16.41%	48.21%	51.79%	6.45%	8.49%	0.01%
Automotive Services	11.59%	48.66%	51.34%	9.58%	7.61%	0.02%
Business Type	Open Rate (Total)	Mobile and Tablet Open Rate	Desktop Open Rate	Click-Through Rate	Bounce Rate	Unsubscribe Rate
Child Care Services	18.98%	44.10%	55.90%	6.09%	6.56%	0.01%
Civic/Social Membership (e.g., associations, chambers, clubs)	20.90%	37.27%	62.73%	6.69%	9.45%	0.01%
Consultant, Training (e.g., marketing, management)	11.56%	34.67%	65.33%	5.40%	8.85%	0.00%
Business Type	Open Rate (Total)	Mobile and Tablet Open Rate	Desktop Open Rate	Click-Through Rate	Bounce Rate	Unsubscribe Rate
Education – Primary/Secondary (e.g., elementary, middle, and high schools)	24.72%	40.03%	59.97%	9.32%	7.48%	0.01%
Education – Higher Education (e.g., colleges, universities, trade schools)	16.99%	38.92%	61.08%	7.66%	8.86%	0.01%
Financial Advisor	12.73%	38.68%	61.32%	6.45%	9.05%	0.01%
Business Type	Open Rate (Total)	Mobile and Tablet Open Rate	Desktop Open Rate	Click-Through Rate	Bounce Rate	Unsubscribe Rate
Fitness Center, Sports, Recreation (e.g., yoga studio, bowling alley, gym)	14.83%	50.46%	49.54%	6.25%	9.59%	0.01%
Fitness/Nutritional Services (e.g., personal trainer, wellness coach)	11.88%	44.01%	55.99%	6.58%	4.27%	0.01%
Government Agency or Services	21.64%	37.02%	62.98%	8.37%	9.75%	0.01%
Business Type	Open Rate (Total)	Mobile and Tablet Open Rate	Desktop Open Rate	Click-Through Rate	Bounce Rate	Unsubscribe Rate
Health & Social Services (e.g., hospital, elder care, adoption services)	18.19%	31.17%	68.83%	6.61%	9.96%	0.01%
Health Professional (e.g., physician, dentist, chiropractor)	14.33%	34.39%	65.61%	5.84%	8.50%	0.01%
Home & Building Services (e.g., construction, HVAC, landscaping, design)	16.46%	41.63%	58.37%	5.32%	8.74%	0.02%
Business Type	Open Rate (Total)	Mobile and Tablet Open Rate	Desktop Open Rate	Click-Through Rate	Bounce Rate	Unsubscribe Rate
Insurance	13.11%	30.76%	69.24%	7.17%	8.11%	0.01%
Legal Services	17.55%	35.34%	64.66%	6.33%	11.79%	0.01%
Manufacturing and Distribution	13.76%	34.39%	65.61%	7.55%	10.61%	0.01%
Business Type	Open Rate (Total)	Mobile and Tablet Open Rate	Desktop Open Rate	Click-Through Rate	Bounce Rate	Unsubscribe Rate
Marketing, Advertising, Public Relations	12.11%	40.80%	59.20%	9.64%	11.48%	0.01%
Other	12.49%	47.25%	52.75%	3.97%	8.77%	0.01%
Other – Non-profit	19.18%	38.55%	61.45%	7.38%	9.06%	0.01%
Business Type	Open Rate (Total)	Mobile and Tablet Open Rate	Desktop Open Rate	Click-Through Rate	Bounce Rate	Unsubscribe Rate
Personal Services (e.g., dry cleaning, photography, housekeeping)	17.00%	44.47%	55.53%	6.76%	9.44%	0.01%
Professional Services (Doctor, Lawyers, etc.)	14.00%	41.61%	59.50%	7.02%	11.19%	0.01%
Publishing	14.70%	40.50%	58.40%	12.79%	8.64%	0.00%
Business Type	Open Rate (Total)	Mobile and Tablet Open Rate	Desktop Open Rate	Click-Through Rate	Bounce Rate	Unsubscribe Rate
Real Estate	14.42%	40.57%	59.43%	5.25%	11.83%	0.01%
Religious Organization	26.51%	45.32%	54.68%	7.52%	8.77%	0.01%
Restaurant, Bar, Cafe, Caterer	14.10%	51.31%	48.69%	4.11%	9.25%	0.01%
Business Type	Open Rate (Total)	Mobile and Tablet Open Rate	Desktop Open Rate	Click-Through Rate	Bounce Rate	Unsubscribe Rate
Retail (e.g., brick and mortar, online)	11.63%	52.22%	47.78%	7.57%	9.14%	0.01%
Salon, Spa, Barber (e.g., nails, tanning)	10.85%	55.91%	44.09%	3.56%	11.39%	0.01%
Technology (e.g. web developer)	9.31%	32.43%	67.57%	6.50%	7.17%	0.01%
Business Type	Open Rate (Total)	Mobile and Tablet Open Rate	Desktop Open Rate	Click-Through Rate	Bounce Rate	Unsubscribe Rate
Transportation	16.67%	48.98%	51.02%	16.61%	9.62%	0.01%
Travel and Tourism (e.g., limo driver, tour guide, reservations)	12.90%	45.32%	54.68%	5.92%	8.65%	0.01%
Unknown	11.44%	43.73%	56.27%	7.95%	9.13%	0.01%

If you would like to know more about email marketing results or to get a free trial of Constant Contact, simply contact me here or call 1-888-502-3523.

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Word of Mouth now happens online. People are talking up their favourite businesses directly; they’re consuming and sharing content they find useful or entertaining from those businesses, and they’re asking connections for recommendations. This topic is brought to you by our partnership with Constant Contact.

Your business has an opportunity to be part of more of these conversations, but first, let’s get back to some basics.

People like to Talk about their successes.

The more you can do to keep your business top of mind and make it easy for others to talk about you, the more you increase the chances of people recommending or seeking you out when they need what you offer.

Beyond being part of the conversation, you must understand what people may find when they go looking for your business specifically by name, or by something your business offers.

And, of course, be aware that if people don’t find your business when they go looking online, it begs the question, “Does your business even exist?”

What do people find when they go looking online for your business?

It’s no secret that people turn to search engines like Google to get more information about the businesses they’re investigating. Let’s take a look at some of the things, including what is now considered word of mouth, that may show up on a search engine results page (or SERP) when someone searches for a business by name:

• Paid ads
• Organic (non-paid) search results
• Google My Business listing
• Social Media accounts
• Reviews
• Info from other sites

Example using “Constant Contact” as the search term

(click here for a LARGER image – a new tab will open)

What if people are looking for something your business offers?

In the example, we searched for a specific business — Constant Contact — by name. But, people don’t always search by name. Sometimes they know they want to buy a product or a service, but they don’t know who offers it. Then they type in a more generic search term, like “restaurants near me” or “tax preparers.”

Let’s take a look at an example of online Word of Mouth marketing.

Imagine you were throwing a dinner party and you want to impress your friends with a selection of cheeses not found at the grocery store. So you jump on your computer or mobile device and search “cheese shops near me.” Here’s an example of what may come up — of course, your actual results will differ.

Notice that “cheese shops near me” brings up the listings in Google Maps first. This information comes from Google My Business profiles (more on that later).

This is Part One of a three-part series. Be sure to join us for content delivered to you by filling out the form below, or on the pop-up, or in the sidebar of this blog.