North American Marketers Seen Lagging Other Regions in Email Response Metrics
by MarketingCharts staff
An examination of email performance metrics from January through November 2012 by Eloqua shows that its customers in the Asia-Pacific region (APAC) enjoyed much higher click and open rates during 2012 than its customers in Europe and North America. For example, best-in-class (the average of the top quartile) open and click rates among APAC marketers (34.5% and 7.7%, respectively) were far higher than the best-in-class rates for North American marketers (22.4% and 4.2%, respectively). While Eloqua stops short of blaming email volume for the discrepancy, the company does note that marketers in North America sent “an order of magnitude” more emails than the APAC group.
That may be a reason why marketers in North America suffered a far higher percentage of cumulative unsubscribes than their APAC counterparts. For this metric, the best-in-class rates veered from 1.2% in North America to just 0.2% in APAC, while for laggards (the average of the lowest quartile) the gap was even more pronounced, at 18.2% and 9.8%, respectively.
The data shows a wide range in performance when sorting the best performers from the worst. For example, while marketers in North America trailed the other regions, those in the top quartile of click rates fared far better on average than those in the bottom quartile (4.2% vs. 0.3%). Similar discrepancies between best-in-class and laggard rates are observed in open (22.4% vs. 7.6%) rates, bounceback rates (0.2% vs. 2.9%) and cumulative unsubscribes (1.2% vs. 18.2%), suggesting that those marketers towards the bottom have a lot of room to improve.