As we did with the email marketing benchmark that Experian Marketing Services published on the results of the "Email Marketing & Cross-Channel challenges 2014"In this post, we report the most significant results concluded by the benchmark "Email Marketing & Cross-Channel challenges 2015"..

The aim of this study is to measure the effectiveness of the e-marketing in 2014 in the Spanish, French and German markets. Through the analysis of 17 billion emails sent to more than 900 customers, the email marketing benchmark by Experian has become a benchmark in the sector. In this post, in addition to commenting on the most relevant results of the study, we will make a comparison with previous years to understand how this sector is evolving in different countries.
Before we begin, let's recall the meaning of some of the following Email Marketing metrics that appear in the tables so that there can be no doubt about the data they provide:

• Openings: This metric indicates the percentage of unique opens.
• OpenersThis metric indicates the percentage of unique users who have opened at least one email in a campaign and is the figure we consider to obtain the open rate.
• Average number of openings per opener% unique opens / % unique users who opened at least one email
• ClickersThis metric indicates unique users who have at least one click after opening an email.
• ReactivityThis metric indicates the degree of interest of the content among an audience (clickers per 100 openers).

As regards the opening rate In the different countries, France remains in first place, with a further increase in the percentage of emails opened (from 38% to 41%), followed by Germany, which has also experienced a notable improvement (from 25% to 28%), and then Spain, which remains stable with a opening rate of 25%. Thus, two of the three countries have increased the opening rate of its campaigns of e-marketing and this is evidence of the improvements being made in the sector.
We will now show you the opening rate by sector in the different countries and from this we will draw some conclusions. We will look only at the "Openers" column, which is the one that corresponds to the opening rate, and in France and Spain, which are the countries we are interested in studying in detail.

2013

2014

Firstly, in Spain, the sector that has the highest number of opening rate The "Banking/Insurance" sector has clearly experienced during 2014 with 27.22%. The evolution of this sector has been gradual, with an increase in the opening rate in 2013 of 25,56%. In second place, we find the "Non-profit organisations" sector, which has increased by 64% in 2013. opening rate compared to the previous year. Therefore, this is the sector that has evolved the most from one year to the next (from 15,71% to 25,90%). Although these two sectors predominate, the difference with respect to the others is not very large. The sector with the worst opening rate is "Press and media" reducing its opening rate by 6 points compared to 2013 (from 17.70% to 11.32%).
In France, the "Banking/Insurance" sector also stands out as the sector with the highest number of opening rate obtained in the period with 29.65%, remaining in first place, the same as in 2013. The opening rate The number of email marketing campaigns in this country has increased but the sectors remain more or less in the same order as the previous year without any significant variation except in the "Luxury" sector, which has experienced a considerable increase compared to the previous year, going from a opening rate from 23,32% to 28,74% and into second place.
These data can provide us with socio-demographic information on each of the countries. In both Spain and France, the opening rate is higher when it comes to banking and insurance.
It is essential that users open our emails, but if they do not click or are not interested in what they find in them, it is useless. Next we will talk about average click-through rates and click-through rates by sector and country, to find out which topics interest our users more or less.

2014

As we have already mentioned, in Spain the most opened emails are those related to "Banking/Insurance". However, non-profit organisations are the ones with the highest percentage of clicks and clickers. In France it is the same, as far as clicks and clickers are concerned, we leave aside the "Banking/Insurance" sector, as the topics that attract the most attention are those of the "Tourism/Leisure" sector.
Finally, it is important to take into account the Reactivity Rate countries of Spain and France, both of which have experienced an increase in the reactivity rate lower compared to the previous year. On the one hand, France has decreased from 18.27% to 15.01% and Spain from 18.58% to 16.58%. This is mainly due to the stability of the clicker rate due to the increase of the opener rate. Below you can see the percentage by sector for each of the two countries in the respective years.

2013

2014

 
 
 
If you want to download the complete benchmark go to this link.