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Средние показатели email кампаний и их зависимость от отрасли и размера компании

Businessman Analyzing Graph On Digital Tablet In Office

В ходе email кампаний приходится измерять довольно много показателей, но возможно вам будет интересно также сравнить свою статистику со статистикой других компаний в вашей отрасли и понять, каких результатов стоит ожидать от собственных рассылок.

Наши коллеги из Mailchimp проанализировали сотни миллионов писем, доставленных с помощью их системы, и рассчитали средние уровни открытий, показатели ошибок, количество недоставленных писем и жалоб на спам в каждой исследованной индустрии.

Отслеживались рассылки, отправленные не менее чем 1000 получателям, в исследовании были учтены разные компании – от небольших стартапов до компаний из списка Fortune 500

Industry Open Rate Click Soft Bounce Hard Bounce Abuse Unsubscribe
Agriculture and Food Services 25.70% 3.45% 0.66% 0.51% 0.03% 0.27%
Architecture and Construction 25.14% 3.15% 1.63% 1.17% 0.04% 0.36%
Arts and Artists 27.89% 2.98% 0.77% 0.56% 0.03% 0.27%
Beauty and Personal Care 19.44% 2.26% 0.51% 0.50% 0.05% 0.33%
Business and Finance 21.58% 2.89% 0.79% 0.64% 0.03% 0.24%
Computers and Electronics 21.59% 2.57% 1.11% 0.78% 0.03% 0.30%
Construction 22.26% 2.06% 1.69% 1.31% 0.06% 0.44%
Consulting 19.93% 2.57% 1.04% 0.78% 0.03% 0.29%
Creative Services/Agency 23.11% 2.97% 1.19% 0.93% 0.04% 0.35%
Daily Deals/E-Coupons 13.89% 1.96% 0.13% 0.09% 0.01% 0.09%
eCommerce 16.92% 2.61% 0.34% 0.27% 0.03% 0.21%
Education and Training 22.59% 2.98% 0.63% 0.54% 0.03% 0.20%
Entertainment and Events 21.51% 2.44% 0.56% 0.47% 0.03% 0.26%
Gambling 17.83% 2.92% 0.47% 0.52% 0.04% 0.17%
Games 22.15% 3.48% 0.56% 0.60% 0.04% 0.23%
Government 26.85% 3.70% 0.58% 0.48% 0.02% 0.13%
Health and Fitness 23.29% 3.08% 0.52% 0.51% 0.04% 0.36%
Hobbies 29.40% 5.65% 0.39% 0.31% 0.03% 0.23%
Home and Garden 25.69% 4.11% 0.72% 0.50% 0.05% 0.37%
Insurance 19.83% 2.15% 0.77% 0.80% 0.04% 0.22%
Legal 22.46% 2.97% 0.78% 0.64% 0.03% 0.20%
Manufacturing 23.33% 2.67% 1.57% 1.07% 0.04% 0.37%
Marketing and Advertising 18.59% 2.20% 0.88% 0.70% 0.04% 0.28%
Media and Publishing 22.69% 4.73% 0.33% 0.22% 0.01% 0.12%
Medical, Dental, and Healthcare 22.99% 2.70% 0.81% 0.80% 0.05% 0.29%
Mobile 21.73% 2.61% 0.78% 0.72% 0.04% 0.40%
Music and Musicians 23.05% 2.90% 0.69% 0.52% 0.04% 0.30%
Non-Profit 25.63% 2.96% 0.55% 0.47% 0.03% 0.19%
Other 23.41% 3.09% 0.89% 0.69% 0.04% 0.28%
Pharmaceuticals 19.51% 2.76% 0.78% 0.68% 0.03% 0.21%
Photo and Video 26.96% 4.22% 0.81% 0.68% 0.04% 0.39%
Politics 22.80% 2.28% 0.50% 0.47% 0.04% 0.21%
Professional Services 21.21% 2.75% 1.01% 0.79% 0.03% 0.31%
Public Relations 20.41% 1.84% 0.88% 0.68% 0.02% 0.24%
Real Estate 22.11% 2.22% 0.77% 0.65% 0.05% 0.33%
Recruitment and Staffing 20.71% 2.53% 0.66% 0.66% 0.04% 0.32%
Religion 26.53% 3.27% 0.22% 0.20% 0.02% 0.12%
Restaurant 23.75% 1.51% 0.37% 0.30% 0.03% 0.30%
Restaurant and Venue 22.68% 1.47% 0.66% 0.56% 0.04% 0.39%
Retail 22.07% 2.83% 0.44% 0.37% 0.03% 0.28%
Social Networks and Online Communities 22.15% 3.74% 0.43% 0.37% 0.03% 0.23%
Software and Web App 22.23% 2.65% 1.10% 0.88% 0.03% 0.39%
Sports 26.18% 3.62% 0.58% 0.51% 0.03% 0.27%
Telecommunications 20.67% 2.28% 1.18% 0.94% 0.03% 0.27%
Travel and Transportation 20.69% 2.44% 0.74% 0.53% 0.03% 0.24%
Vitamin Supplements 17.00% 2.10% 0.42% 0.36% 0.05% 0.27%

 

Как меняется статистика в зависимости от размеров компании?

Company size Open Rate Click Rate Soft Rate Hard Rate Abuse Rate Unsubscribe Rate
1 to 10 22.17% 3.08% 0.73% 0.58% 0.04% 0.30%
11 to 25 21.16% 2.74% 0.69% 0.55% 0.03% 0.25%
26-50 22.03% 3.08% 0.44% 0.34% 0.02% 0.17%
50+ 23.61% 3.00% 0.67% 0.61% 0.03% 0.20%

 

 

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