Restaurants are the strongest performing UK sector when it comes to email marketing, while B2B sales sector has enjoyed the most growth this year, according to new data.
Sign-Up.to have released the 2011 edition of their UK Email Marketing Benchmark Report, the only email marketing benchmark designed specifically for small-medium sized UK organisations.
The report shows continued strong performance from UK email marketeers, with an average open rate of 18.21% and a click-through rate of 3.29%.
For the second year in a row, Restaurants have shown the strongest performance in the enterprise sectors, with an impressive 28.19% average open rate and 6.64% click-through rate.
Email marketing has become an established way for restaurateurs to engage directly with their customers and many are using it alongside social media activities to drive customers into their branches.
The biggest growth in performance since the 2010 report was in the business to business sales sector, with a substantial leap in open rate to 27.84%, up from 22.19%.
Based on the results of over 500 million email campaigns sent by UK organisations, the Sign-Up.to UK Email Marketing Benchmark Report tracks key email campaign performance figures for 23 industry sectors and gives marketers a starting point to judge the performance of their email campaigns from.
The full interactive report and a downloadable PDF version is available free here.
The report tracks open, click-through and unsubscription rates as well as unsubscription-to-opens and click-to-opens, giving a comprehensive overview of email campaign performance in sectors ranging from Charities to Publishers.
The 2011 Edition is the 3rd annual edition released by Sign-Up.to.
Sign-Up.to was founded in 2003 and designs, develops and supports online tools which enable thousands of organisations to market to their audiences through email, mobile and social media. Clients include The Economist, Prezzo PLC, Hawes & Curtis and Bestival.
www.sign-up.to
