Key Benchmarks for Email Marketing

Here are some key statistics to keep in mind when measuring the success of email blasts.

According to a June 2005 report from Doubleclick, here are some benchmarks for email marketing that will help put a perspective on “acceptable” returns for your mailings.

• The average open rate (30.2%)
• The average click-through rate (7.9%)
• The average click-to-purchase rate (4.1%)
• The average orders-per-email-delivered rate (0.26%)

We think the standard theatre email blasts will outperform the benchmarks provided above but you can be sure these statistics will hold true when you begin to approach a non-traditional theatre base.