Email Marketing Benchmarks Report 2018

This document is a report that provides a comprehensive analysis of email marketing benchmarks in South Africa for the year 2018. It presents data derived from nearly 4 billion emails sent by Everlytic on behalf of its clients between January 2017 and December 2018. The report outlines various metrics such as open rates, click-through rates, click-to-open rates, unsubscribe rates, and complaint rates, categorized by industry. It emphasizes the importance of using both mean and median statistics to accurately reflect email performance, particularly when data may be skewed. The report also discusses the significance of understanding platform usage among subscribers to enhance email content and user experience. Additionally, it addresses compliance with data privacy regulations, specifically the Protection of Personal Information Act (POPIA) and the General Data Protection Regulation (GDPR). This analysis aims to provide marketers with relevant local data to benchmark their email marketing efforts effectively.