The State Of Email Marketing By Industry


Compared to the industry standards how effective are you campaigns, really? Are they exactly what the subscribers expect? You’ll find the answers to these and other questions in this post + exclusive report – Email Marketing by Industry January 2016, written by Kath Pay in collaboration with GetResponse and SmartInsights.

Purpose of the Study

According to data from DMA 2015, for every $1 invested, email marketing generates an average return of $38. However, not all industries have been created equal. You may have noticed that some markets are more competitive. A great number of players using advanced tactics, yet observing lower than global average Open Rates and CTRs. Other industries on the other hand, seem to have plenty to catch up in terms of methods and techniques, but observe much higher than the average results.

What does that all mean? To be able to assess one’s performance, marketers must be able to be able to compare both the global as well as the industry-specific results. That is why Holistic Email Marketing, an email marketing consultancy, GetResponse, an email marketing and online campaign management platform, and Smart Insights, publishers of digital advice, have teamed up to conduct a major online marketing study.

Striving to empower marketers to improve their communication strategies, we’ve prepared a report that will help you compare your performance against your competitors’ and global benchmarks.


How we Conducted the Study

State of Email Marketing 2016 ReportDuring July and August 2015, a group of 1831 Smart Insights members and GetResponse customers around the world have taken part in an online marketing study. The respondents, mainly senior managers responsible for digital marketing, came from businesses covering the full range of industry sectors. Their answers served as the basis of a study, that led to the creation of the State of Email Marketing by Industry report.


What You’ll Find in the Report

Among many findings, we’ve discovered some that are equally exciting and inspiring, and at times even shocking. Some of the key takeaways are that:

Average Open Rates and Click Through Rates for Industries and Continents

But that’s not all:

  • 57% of marketers will increase their email marketing budget in 2016 [Tweet This]
  • 42% of marketers don’t use segmentation in their email campaigns [Tweet This]
  • 4% of marketers use behavioral and survey data [Tweet This]
  • 33% of email marketers don’t optimize their emails [Tweet This]

Upon reading the report, you’ll have in-depth knowledge about global and industry-specific benchmarks regarding email opens, click-throughs, and click-to-open rates. You’ll also be able to see how marketers, in various industries, value different digital marketing channels based on the return-on-investment they generate for them.

On top of that, the report provides a great amount of information on the types of methods and tactics marketing professionals use across industries. The importance and popularity of elements such as evaluation and tracking, list quality, targeting, deliverability, email automation, advanced segmentation, have been carefully measured and analyzed.


Recommendations and the Webinar

Aside from statistics and analysis within the report, you’ll also find a set of recommendations that will help you swiftly improve your marketing campaigns. By the time you finish reading, you should be fully aware of how your email marketing stacks up against the competition, whether you’re missing out on opportunities for growth, and which high-impact areas you should focus on in the coming year.

To discuss and elaborate on the findings, Kath Pay, CEO of Holistic Marketing and the author of the report, teamed up on the 28th of January with Michal Leszczynski, Content Marketing Manager at GetResponse, for a joint webinar. If you haven’t had the chance to hear them live, feel free to watch on-demand using the webinar recording and slidedeck below.


Got questions or comments regarding the study? Join the discussion in the comment section below.

  • Sara-Ruth Wolkiewicz

    Hi Ana, it all depends on the plan you choose, it can be as cheap as $15 a month (probably your best bet if you’re just starting off) all the way to $799/mo for advanced Enterprise clients. You can find more info on our pricing here –
    You can benefit by setting up email marketing campaigns, which will grow thanks to lead generation tools like webforms and landing pages (which we also provide).
    Please take a look at our resource center (here – where you can learn how all of those marketing tools work together.
    You are also more than welcome to reach out to our support team at – where they will happily explain just how GetResponse works 🙂

  • Ana Fernendez

    THANK YOU , where will I address my payments? if I have no credit card, and would only plan to get one month asm my trial subscription?

  • Karolina Kurcwald

    Hi Ana, if you want to try GetResponse for free, you can do so for 30 days:

  • Michal Leszczynski

    We’re actually running the study again (on an even bigger sample), so you’ll soon know the results 🙂

  • Whats the new 2017 report link Michal?

  • Michal Leszczynski

    Hey Clare, you can find the new report here – And if you’re interested in other research we’ve done, please check this page – 🙂