New study shows the performance of mailings


  • Inxmail now has the new one Email marketing benchmark 2020 released.
  • Newsletter marketing It is indispensable as a marketing measure.
  • Mobile optimization is particularly important to reach end customers.

The email marketing provider Inxmail has its annual study with current key figures on Newsletter marketing released. The Inxmail email marketing benchmark 2020 goes into the performance of mailings with regard to opening, click and bounce rates. The new edition of the study also provides information on the relevance of newsletter content based on the effective click rate. In addition, the study provides detailed industry comparisons, compares the target group B2B and B2C and addresses the reading habits of recipients.

Newsletter marketing: Inxmail evaluates data

The Inxmail email marketing benchmark 2020 comes to the conclusion that more than a quarter of all mailings sent were opened last year (27.4 percent). Mailings to B2B (27.2 percent) and B2C (27.5 percent) were similarly successful. In the Art & Culture Industry Almost half of all emails sent were opened by the recipients (48.5 percent).

With 38.5 percent, senders in the Industry "energy industry" also achieve high opening rates. The "Beauty & Drugstore" sector came last in the opening rate with an opening rate of 14.8 percent. The average click rate over the course of 2019 was 3.4 percent. The energy industry achieved almost three times as many clicks: 9.2 percent of the recipients responded with one click.

The current edition of the study also provides one Evaluation of the effective click rate. This key figure relates how many clicks were generated by opening a mailing. On average, the effective click-through rate in 2019 was 13.3 percent according to the 2020 Inxmail email marketing benchmark. At 13.5 percent, the content of B2C was slightly more effective than that of B2B at 12.7 percent. In comparison to the previous year, almost all key figures consistently showed a constant or better performance. The opening and click rates of the examined mailings increased, if only minimally, while the bounces decreased.

Email marketing benchmark 2020

Success of newsletters throughout the year

Seasonal celebrations again had an impact on the opening rates of mailings in the course of 2019: in the weeks before Mardi Gras, Pentecost and Christmas, the recipients were more receptive to advertising by email. In particular, the pre-Christmas period boosted the opening rates: in the B2C area, the key figure was around 1.0 percent above the annual average.

High temperatures and nationwide vacation times around Easter and the summer vacation, however, tended to result in low opening rates. In 2019, the average opening rate in July and August was around 0.5 percent below the annual average.

Mobile optimization in newsletter marketing

The key figures confirm the importance of mobile optimization of mailings, particularly in the area of ​​end customers Inxmail email marketing benchmarks 2020 once again: 55.7 percent of all emails were targeted by B2C in 2019 opened with mobile devices and read. In the B2B target group, the desktop was still highly relevant for reading mailings (46.3 percent).

Database of the email marketing benchmark

The database of the Inxmail Email Marketing Benchmark 2020 is made up of approximately three billion anonymized emails from more than 170,000 mailings sent. The analyzed emails were in the period between January 1, 2019 and December 31, 2019 with the email marketing solution Inxmail Professional shipped to the target markets of Germany, Austria and Switzerland. Unless otherwise stated, the results are always the median of the key figure examined.

For the past two years, the email marketing provider Inxmail has also analyzed the performance of transactional emails with the solution Inxmail Commerce have been sent. Inxmail 2020 will publish these key figures for the first time in a separate study.

The Inxmail email marketing benchmark 2020 is available for download free of charge.

Also read: Fairytale subject lines: How to design a successful newsletter campaign