Are your emails beating industry averages?​ Image

Are your emails beating industry averages?​

Email marketing professionals have become data junkies for a reason: Open, click-through and conversion rates tell us how we are doing. And our email campaigns are doing pretty well, outperforming every other channel in our repertoire, according to a recent Direct Marketing Association report.

Email provides a 122 percent return on investment, the DMA reported, outperforming by a mile the next most effective channel, social media, which boasts only a 28 percent return. 

The DMA surveyed 714 marketing professionals in April, May and June. About 40 percent of those respondents worked in the B2B industry.

Some 88 percent of B2B respondents manage email campaigns. Researchers found we leverage this channel at an even higher rate than the publishing and media companies that manage large rosters of writers and content producers.

Our work nets results, whether we are using house lists or prospect files, but house lists outperform cold calls.

Almost 21 percent of recipients open B2B messages sent to a house list. A little more than 6 percent click on a link in the email, and 4.6 percent convert, according to the report.

New prospects are less enthusiastic about our messages, with only 14.5 percent of emails opened. Almost 5 percent of prospects click on links within our messages, contributing to a 4.3 percent conversion.

“With the use of data to drive efficient targeting and placement and increased data science skills across the marketing ecosystem, these numbers will only continue to grow,” said Neil O’Keefe, DMA’s senior VP of CRM & member engagement, in a statement.

Image used with permission of the DMA

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