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GetResponse Unveils 2017 ‘Email Marketing & Beyond: Global Industry Benchmarks 2017’ Report

Report highlights the highest open and click-through rates by industry

GDAŃSK, POLAND (May 11, 2017)—GetResponse, the easy-to-use yet advanced online marketing platform with more than 350,000 customers in 182 countries, today announced the release of their “Email Marketing & Beyond: Global Industry Benchmarks 2017” report. The report, created by GetResponse and Holistic Email Marketing, an email marketing consultancy led by CEO & Founder Kath Pay, will help businesses improve the effectiveness of their email marketing, discover benchmarks for specific industries, and help compare and identify where to improve.

The report also includes commentary from GetResponse’s research partners—Content Marketing Institute and Smart Insights.

"This report helps email marketers pinpoint areas in need of improvement within their own marketing departments,” said Simon Grabowski, GetResponse Founder & CEO. “These findings can be applied to their campaigns and programs to meet and exceed consumer expectations."

For the study, GetResponse and Holistic Email Marketing surveyed over 2,500 email marketers from across the world. The percentage of marketers involved in business-to-business marketing was 19.1%, business-to-consumer marketing was 41.8%, with 39.1% managing both.

In reviewing specific industries/verticals, notable findings include:

  • Open rates: The top-three industries with the highest open rates were Legal Services (39%), Non-profits (36%), and Health Care (34%). The industries with the lowest open rates were Internet Marketing (13%), Automotive (18%), and Travel (21%).
  • Click-through rates: Top-three industries with the highest click-through rates were Publishing (7.9%), Non-profits (6.6%), and Arts & Entertainment (6.6%). The bottom three were Automotive (2.2%), Internet Marketing (2.5%), and Travel (3.2%).

“Of course, it’s important to look at one’s own current benchmarks with the goal of steady improvement over time,” added Grabowski. “But what this report will do is provide some guidance on where marketing efforts are succeeding and where they are falling behind—in comparison to other industries.”

To download the complete Email Marketing & Beyond: Global Industry Benchmarks 2017 report, click here.

About GetResponse

GetResponse serves more than 350,000 active users from 182 countries, delivering more than 1 billion permission-based emails per month, with an average deliverability rate higher than 99 percent. For more information, visit: www.getresponse.com.

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