Page 1 of 9
EMAIL MARKETING METRICS
AROUND THE WORLD
Email Marketing Metrics Around the World
Page | 1
Introduction
Email marketing is increasing in popularity around the globe, as more marketers
discover the cost and ROI benefits. The GetResponse Team thought it would be
interesting to study our international users to see how they fit into the Big Picture when
grouped by continents. For this study, we analyzed some email marketing metrics to
show variations among senders from different continents.
The results revealed that the most industrialized regions don’t always have the highest
email marketing scores. Surprised? Take a look at these stats and maps to see how
your continent performed!
Email Marketing Metrics Around the World
Page | 2
Study Findings
Open Rates
We calculated the Total Open Rate as the number of email “opens”, divided by the total
number of emails sent. To identify any variations, we also calculated Average Open
Rate of HTML messages as the number of email “opens”, divided by the total number of
HTML emails sent.
Note: To track open rates, HTML emails contain a piece of code requesting the
display of a tiny, transparent (i.e. invisible to the viewer) image. When a message is
opened and images are enabled, the image calls the server and the message is then
counted as an open.
Email Marketing Metrics Around the World
Page | 3
Observations:
Taking first place in the category of Total Open Rates for continents was Europe, with a
high score of 13.04%. Second place was South America with 12.51%, and coming in a
close third was Australia and Oceania, with 8.08%.
But if we look at the Average Open Rate of HTML messages, it shows that one message
out of every 4 sent from North America is opened.
Click-Through Rates
The Click-Through Rate (CTR) is the number of clicks on links in the email message,
divided by the number of email messages sent in a campaign. The Cl