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2010 Email Marketing Benchmark Report - HR/Recruitment Sector

Posted By: Thomas Shaw, 1:46pm Monday 02 August 2010    Print Article

The latest 2010 UK Email Marketing Benchmark Report (Q1 & 2) analysed over 200 million email marketing messages sent through their online marketing platform in the 6 months from 1st January - 30th June 2010. The breakdown of statistics by sector did not paint a very flattering picture for the HR/Recruitment industry.

HR/Recruitment on first glance has taken a hammering, seeing click-to-open rate drop from 21.70% to 3.51%. Such a massive decline deserved some investigation - what we found was exactly what we mentioned above - the majority of these campaigns have switched to detailing all of the required information in the body of the email and soliciting responses by email rather than through a website.

  • Open rate: 17.98%
  • Click-through rate: 3.56%
  • Unsubscription rate: 0.20%
HR/Recruitment Sector
  • Open rate: 18.55%
  • Click-through rate: 0.65%
  • Unsubscription rate: 0.22%

The chart below gives us a good indication of the level of engagement that the email campaigns themselves generate, by looking at the proportion of people who click on a campaign after opening it. Where the aim of a campaign isn’t to generate a click to a landing page (in the case of informational emails or those designed to elicit a response by email) this isn’t a good measure but for most industries it’s a very good way to compare engagement.

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Article Tags: email marketing uk email marketing benchmark report statistics email metrics email open rates

Comments Hide Comments (1)

Feel free to join in on the conversation. All comments are moderated before publishing. Comments posted by subscribers don't necessarily reflect the views of Recruitment Directory.

 Brad Stewart (10:45am Tuesday 03 August 2010)

Thomas, this is scary stuff indeed... just when I am researching this very topic. Quite valuable aswell to know... cheers Brad.

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