Industry Standard Email Metrics by Segment (Customer vs Acquisition)

[Tiffany_Tasa1]

Does anyone have any / know where I can find reporting or information on current industry trends / benchmarks for email open and click through rates?  I am mostly concerned with industry standard email metrics for SaaS / tech companies, but more importantly, Customer versus Acquisition audiences. I can find a ton of information for Customers specifically, but nothing that compares the two.

[Josh_Hill13]

Yes, just do a google search. The latest most trustworthy report is ReturnPath's 2017 benchmark study.

Mailchimp and some others have some data.

I would be cautious in using this Benchmark data as it is often B2C based, directional, and probably not 100% accurate for your audience or list build methodology.

[Tiffany_Tasa1]

Hey Josh,

Thank you. Yes, I found a bunch of information online, including the MailChimp and ReturnPath's. I got some data directly from our agency as well, however none of it seems to really reflect Acquisition audiences (or it's at least not called out separately if it does). That's where I'm lacking info. I can find a ton on Customers though.