The 2016 Communicator Benchmark Report analyzes email performance data from 2015, highlighting key trends such as a 28% increase in email sends and the effectiveness of personalized and automated emails. The report emphasizes the importance of benchmarking to inform strategic planning and improve engagement, noting that personalization significantly boosts response rates. Various sector-specific insights reveal shifting engagement metrics, including challenges with inbox competition and the necessity for targeted content to enhance email effectiveness.

1. Communicator
Benchmark
Report 2016
Flying high or drifting low?
See how you compare.
EXPERTS IN EMAIL PERFORMANCE

2. Welcome to the latest
Communicator Benchmark Report,
analysing our stats from 2015.
communicatorcorp.com
@CommCorp
Last time, you told us that our longer benchmark
document was difficult to read and digest. This time
around we’ve condensed the important stuff into this
easily digestible slide deck.
We’ve continued to look at specific sectors to give you
the best possible insight into your activity to benchmark
against other businesses within your sector. We’ve also
highlighted some of the key trends from last year and
what’s hot for 2016.
EXPERTS IN EMAIL PERFORMANCE

3. Why Benchmark?
As marketers, we often analyse performance on a
campaign by campaign basis. Benchmarking across your
sector and your competition is an invaluable way to take a
step back. This can be key for strategic planning, securing
future budget and planning future activity. It will also make
it easier to show the real value of email as more than just
a tactical channel.
Remember to use this report when speaking to your
Account Manager about areas of focus for the year ahead.
communicatorcorp.com
@CommCorp
EXPERTS IN EMAIL PERFORMANCE

4. Let’s look at the results…
1. Year on year email sends have increased by 28%.
Why?
Email works.
2. Automated emails using data to personalise achieve
open rates 75% higher than non-recurring emails.
Why?
Emails are tailored for individual recipients.
3. Personalised emails continue to achieve better opens,
clicks and unsubscribe rates.
Why?
Personalised emails drive engagement.
communicatorcorp.com
@CommCorp
EXPERTS IN EMAIL PERFORMANCE

5. Automation
Automated emails’ average open rate is 75% higher than non-recurring emails.
Automation continues to dominate one-off messages when looking at average unique
open rates. However, moving beyond overall averages and looking specifically at the
upper and lower 50% of the data set highlights the same key trend.
Automated messages perform better across the board.
Overall
average
unique open
rate
Average
unique open
rate
(Lower 50%) (Upper 50%)
Average
unique open
rate
Non-recurring Non-recurring Non-recurringAutomated Automated Automated
23.93% 13.35% 34.51%42.01% 29.78% 54.25%
EXPERTS IN EMAIL PERFORMANCE

6. Personalisation
36% of emails sent did not contain any form of personalisation, yet we know that adding
personalisation can increase your response rates.
Personalisation can come in many forms. From simply addressing the recipient by first
name, to imagery, content and even personalised videos. What we do know is emails
containing at least one piece of personalisation drives an increase in engagement.
Difference
Unique
Opens
Unique
Unsubscribes
Unique
Clicks
Total
Opens
Total
Clicks
21.18% 32.68% 2.76% 4.18% 0.09%
Not Personalised
Personalised
18.49% 26.66% 2.59% 3.80% 0.12%
2.69% 6.01% 0.17% 0.37% 0.03%
EXPERTS IN EMAIL PERFORMANCE

7. Open Rate Performance
Average Unique Open rate percentage has decreased across
all of our sectors to 20.85% (excluding Communications,
Media & Marketing, and Energy & Manufacturing) This
suggests challenges competing in the inbox.
Trend:
We’d expect unique opens to increase
over the next 12 months based on the
automatic image downloads on i-devices
and Gmail. However, this now means that
open rate alone is a less reliable metric.
60% of opens are now on mobile and tablet devices, an increase of 4% since 2014.
21.17%
20.85%
2014
2015
Note:
Think about how
you’re enticing your
recipients to open
your emails.
EXPERTS IN EMAIL PERFORMANCE

8. Click Rate Performance
Unique click rate has decreased year on year by 1.5%.
21.17%
20.85%
2014
2015
However, we’re now seeing a higher
percentage of clicks from mobile and
tablet devices, a trend which has
reversed year on year.
48%
33%
19%
38%
42%
19%
2014
2014
2014
2015
2015
2015
Desktop
Mobile
Tablet
Note:
Ensure you’re
sending tailored,
personalised content
to encourage clicks.
Trend:
We’d expect to see continuous
increase in clicks on mobile and
tablet devices, bear this in mind
when designing your emails
EXPERTS IN EMAIL PERFORMANCE

9. Hard Bounce Rate
Hard bounces have decreased across the majority of our industries. Leisure, Travel and Tourism seeing
the greatest improvement as we’ve worked with numerous brands on re-engagement journeys.
0.04
0.00
-0.04
-0.08
-0.12
-0.16
DifferneceinBounceRate(%)
BusinessServices
Charities,tradeunions&Bodies
Communications,Media&Marketing
Construction&Property
Education&Training
Energy
FinancialServices
Government
Healthcare&Medical
Hospitality
Leisure,TravelandTourism
Consumer&Retail
Manufacturing
Note:
Reviewing and
cleansing data is
key to lowering hard
bounce rates.
Trend:
A continuous improvement in
hard bounce rate should also
have a positive impact on your
sender reputation.
EXPERTS IN EMAIL PERFORMANCE

10. Email Sign Up Analysis
Trend:
On the whole, March and April are the months to
increase email subscribers. In March, 9 of our 11
industries increased their subscribers by more than
10%. Customers in the Education sector increased
their mailing lists to 65% collectively! As expected,
this will differ from industry and company.
2014
2015
30
23
Signupincrease(%)
Month
Jan JulApr OctFeb AugMay NovMar SepJun Dec
15
8
0
Note:
Look out for peak times
to grow your mailing
lists and factor this into
your plans.
EXPERTS IN EMAIL PERFORMANCE

11. Sectors cover page?
Results
by Sector
What’s rising and falling?

12. Business Services
Trend:
This sector has seen the highest decrease in
click-to-open rate from 2014 to 2015. This could
be due to challenges with content relevancy. It’s
important to cater emails to audiences and build
clear calls to actions.
Difference YOY
Key:
Pink or grey represents either a positive or negative impact compared to the previous year.
Total Unique
Opens
Hard
Bounces
Clicks To
Opens
Content
Bounces
Total Unique
Clicks
Soft
Bounces
Total
Bounces
Unsubscribes Complaints
19.11% 0.25%10.60% 0.10%2.03% 0.98%1.34% 0.06% 0.05%18.45% 0.18%6.48% 0.08%1.20% 0.65%0.92% 0.07% 0.03%
2014 20142014 20142014 20142014 2014 20142015 20152015 20152015 20152015 2015 2015
0.66% 0.07%4.12% 0.02%0.83% 0.33%0.42% 0.01% 0.02%
Note:
Use our content
checker to test and
render previews
especially across
mobile and tablet
devices.
EXPERTS IN EMAIL PERFORMANCE

13. Charities, Trade Unions & Bodies
Difference YOY
Total Unique
Opens
Hard
Bounces
Clicks To
Opens
Content
Bounces
Total Unique
Clicks
Soft
Bounces
Total
Bounces
Unsubscribes Complaints
23.45% 0.30%11.74% 0.16%2.75% 0.30%0.75% 0.12% 0.04%23.01% 0.23%10.24% 0.26%2.36% 0.60%1.09% 0.45% 0.03%
2014 20142014 20142014 20142014 2014 20142015 20152015 20152015 20152015 2015 2015
0.44% 0.07%1.5% 0.1%0.39% 0.30%0.34% 0.33% 0.01%
Key:
Pink or grey represents either a positive or negative impact compared to the previous year.
Trend:
This sector has sent more emails in 2015 yet
engagement in the form of opens and clicks has
decreased. This suggests challenges with both
competing in the inbox and content relevancy.
Note:
Consider testing subject
lines and content check
email rendering in your
top email providers prior
to sending.
EXPERTS IN EMAIL PERFORMANCE

14. Communications, Media & Marketing
Difference YOY
Total Unique
Opens
Hard
Bounces
Clicks To
Opens
Content
Bounces
Total Unique
Clicks
Soft
Bounces
Total
Bounces
Unsubscribes Complaints
19.47% 0.33%14.18% 0.70%2.76% 0.68%1.72% 0.21% 0.03%20.85% 0.27%15.58% 0.53%3.25% 1.64%2.44% 0.15% 0.03%
2014 20142014 20142014 20142014 2014 20142015 20152015 20152015 20152015 2015 2015
1.38% 0.06%1.40% 0.17%0.49% 0.95%0.72% 0.06% 0.00%
Key:
Pink or grey represents either a positive or negative impact compared to the previous year.
Trend:
One of two sectors in this Benchmark Report which has
seen an increase in open and click rate. However, soft
bounce rate is highest across all sectors.
Note:
It’s important to review
recipients who have
bounced repeatedly and
consider removing them.
EXPERTS IN EMAIL PERFORMANCE

15. Consumer & Retail
Difference YOY
Total Unique
Opens
Hard
Bounces
Clicks To
Opens
Content
Bounces
Total Unique
Clicks
Soft
Bounces
Total
Bounces
Unsubscribes Complaints
20.90% 0.11%15.45% 0.11%3.23% 0.31%0.53% 0.03% 0.04%20.54% 0.15%14.16% 0.14%2.91% 1.59%1.88% 0.03% 0.03%
2014 20142014 20142014 20142014 2014 20142015 20152015 20152015 20152015 2015 2015
0.36% 0.04%1.29% 0.03%0.32% 1.28%1.35% 0% 0.01%
Key:
Pink or grey represents either a positive or negative impact compared to the previous year.
Trend:
Soft bounce rate is the second highest across all
sectors in this Benchmark Report. Communicator
will repeatedly try and send the email to the
specified address for up to 48 hours.
Note:
It’s imperative to review
recipients bouncing
repeatedly and consider
removing those who
haven’t received your
emails.
EXPERTS IN EMAIL PERFORMANCE

16. Education & Training
Difference YOY
Total Unique
Opens
Hard
Bounces
Clicks To
Opens
Content
Bounces
Total Unique
Clicks
Soft
Bounces
Total
Bounces
Unsubscribes Complaints
19.93% 0.25%13.25% 0.06%2.64% 0.13%0.44% 0.78% 0.05%19.40% 0.17%10.01% 0.11%1.94% 0.37%0.65% 1.21% 0.05%
2014 20142014 20142014 20142014 2014 20142015 20152015 20152015 20152015 2015 2015
0.53% 0.08%3.24% 0.05%0.70% 0.24%0.21% 0.43% 0%
Key:
Pink or grey represents either a positive or negative impact compared to the previous year.
Trend:
Click rate is one of the lowest across all sectors,
suggesting challenges with content relevancy
to encourage clicks.
Note:
Review how emails
render across your top
email providers.
EXPERTS IN EMAIL PERFORMANCE

17. Energy
Difference YOY
Total Unique
Opens
Hard
Bounces
Clicks To
Opens
Content
Bounces
Total Unique
Clicks
Soft
Bounces
Total
Bounces
Unsubscribes Complaints
44.91% 0.28%20.30% 0.06%9.12% 0.28%0.62% 0.19% 0.04%46.01% 0.26%18.72% 0.11%8.61% 0.44%0.80% 0.33% 0.03%
2014 20142014 20142014 20142014 2014 20142015 20152015 20152015 20152015 2015 2015
1.10% 0.02%1.58% 0.05%0.51% 0.16%0.18% 0.14% 0.01%
Key:
Pink or grey represents either a positive or negative impact compared to the previous year.
Trend:
A sector which experiences high open and click
rates compared to other sectors. The largest
change year on year has been click to open
rate which has decreased.
Note:
Review similar emails with
high click rates and compare
them year on year and cater
to the differences which may
be device or email client
changes.
EXPERTS IN EMAIL PERFORMANCE

18. Financial Services
Difference YOY
Total Unique
Opens
Hard
Bounces
Clicks To
Opens
Content
Bounces
Total Unique
Clicks
Soft
Bounces
Total
Bounces
Unsubscribes Complaints
22.89% 0.31%18.27% 0.19%4.18% 0.25%0.75% 0.08% 0.04%22.33% 0.30%16.46% 0.50%3.68% 0.55%1.35% 0.13% 0.05%
2014 20142014 20142014 20142014 2014 20142015 20152015 20152015 20152015 2015 2015
0.56% 0.01%1.81% 0.31%0.5% 0.30%0.60% 0.05% 0.01%
Key:
Pink or grey represents either a positive or negative impact compared to the previous year.
Trend:
The decrease in delivery rate of emails was one
of the highest across all sectors, suggesting a
challenge with inactive recipients.
Note:
Try sending re-
engagement emails
to inactive recipients
specifically before
making a decision on
whether to remove them
completely.
EXPERTS IN EMAIL PERFORMANCE

19. Government
Difference YOY
Total Unique
Opens
Hard
Bounces
Clicks To
Opens
Content
Bounces
Total Unique
Clicks
Soft
Bounces
Total
Bounces
Unsubscribes Complaints
27.86% 0.30%16.52% 0.19%4.60% 0.21%0.70% 1.66% 0.02%27.31% 0.23%15.25% 0.18%4.16% 0.36%0.77% 3.57% 0.02%
2014 20142014 20142014 20142014 2014 20142015 20152015 20152015 20152015 2015 2015
0.56% 0.07%1.27% 0.01%0.44% 0.15%0.07% 1.91% 0%
Key:
Pink or grey represents either a positive or negative impact compared to the previous year.
Trend:
This sector has the highest unsubscribe rate
from all sectors, suggesting lack of focus on
individual email recipient journeys. When
sending emails, consider where the recipient is
in their journey.
Note:
Use content appropriate
for each recipient, for
example, if it’s the first email
communication, thank your
recipient for signing up,
welcome them and set their
expectations on what they’re
likely to receive.
EXPERTS IN EMAIL PERFORMANCE

20. Healthcare & Medical
Difference YOY
Total Unique
Opens
Hard
Bounces
Clicks To
Opens
Content
Bounces
Total Unique
Clicks
Soft
Bounces
Total
Bounces
Unsubscribes Complaints
22.20% 0.06%15.30% 0.09%3.40% 0.04%0.19% 0.19% 0.04%20.96% 0.04%10.69% 0.07%2.24% 0.03%0.13% 0.68% 0.04%
2014 20142014 20142014 20142014 2014 20142015 20152015 20152015 20152015 2015 2015
1.24% 0.02%4.61% 0.02%1.16% 0.01%0.06% 0.49% 0%
Key:
Pink or grey represents either a positive or negative impact compared to the previous year.
Trend:
This is one of only two sectors which has decreased in
total emails sent in this Benchmark Report. A decrease
in volume of emails sent isn’t necessarily detrimental,
if volumes have decreased due to increased targeting
and relevancy. However unique open rate has one of
the largest decreases across all sectors.
Note:
Lower email volumes
should mean increased
focus on relevancy.
Specific focus is needed
on enticing recipients to
open emails.
EXPERTS IN EMAIL PERFORMANCE

21. Hospitality
Difference YOY
Total Unique
Opens
Hard
Bounces
Clicks To
Opens
Content
Bounces
Total Unique
Clicks
Soft
Bounces
Total
Bounces
Unsubscribes Complaints
27.25% 0.14%14.21% 0.13%3.87% 0.13%0.40% 0.07% 0.04%24.80% 0.08%11.37% 0.10%2.82% 0.56%0.74% 0.12% 0.03%
2014 20142014 20142014 20142014 2014 20142015 20152015 20152015 20152015 2015 2015
2.45% 0.06%2.84% 0.03%1.05% 0.43%0.34% 0.05% 0.01%
Key:
Pink or grey represents either a positive or negative impact compared to the previous year.
Trend:
Unique open rate has the largest decrease across all
sectors, suggesting challenges competing in the inbox.
Note:
Take into consideration factors
which impact email opens:
from name, subject line and
super subject line. Reviewing
similar emails year on year
will also give further insight
into why unique open rate has
decreased.
EXPERTS IN EMAIL PERFORMANCE

22. Leisure, Travel & Tourism
Difference YOY
Total Unique
Opens
Hard
Bounces
Clicks To
Opens
Content
Bounces
Total Unique
Clicks
Soft
Bounces
Total
Bounces
Unsubscribes Complaints
20.47% 0.31%12.02% 0.10%2.46% 0.15%0.57% 0.07% 0.04%19.07% 0.16%11.03% 0.14%2.10% 0.58%0.88% 0.08% 0.04%
2014 20142014 20142014 20142014 2014 20142015 20152015 20152015 20152015 2015 2015
1.40% 0.15%0.99% 0.04%0.36% 0.43%0.31% 0.01% 0%
Key:
Pink or grey represents either a positive or negative impact compared to the previous year.
Trend:
Hard bounce rates have reduced the most from all
sectors in this Benchmark Report. Unique open rate is
the KPI with the largest decrease year on year.
Note:
Automated emails are an
effective way to increase
open rate as they utilise
data so content is
tailored and personalised
for each recipient.
EXPERTS IN EMAIL PERFORMANCE

23. Manufacturing
Difference YOY
Total Unique
Opens
Hard
Bounces
Clicks To
Opens
Content
Bounces
Total Unique
Clicks
Soft
Bounces
Total
Bounces
Unsubscribes Complaints
17.69% 0.47%4.51% 0.36%0.80% 0.84%1.68% 1.54% 0.01%20.55% 0.50%6.23% 0.40%1.28% 1.18%2.08% 0.73% 0.02%
2014 20142014 20142014 20142014 2014 20142015 20152015 20152015 20152015 2015 2015
2.86% 0.03%1.72% 0.04%0.48% 0.34%0.40% 0.81% 0.01%
Key:
Pink or grey represents either a positive or negative impact compared to the previous year.
Trend:
A sector to increase in unique open, unique click,
click to open and unsubscribe rate. Although total
bounce rate remains below many other sectors, it has
increased year on year.
Note:
Consider reviewing and
cleansing data to keep
bounces to a minimum.
EXPERTS IN EMAIL PERFORMANCE

24. Sectors cover page?
Twitter: @CommCorp
Phone: +44 (0) 844 870 8971
Email: info@communicatorcorp.com
Web: www.communicatorcorp.com
EXPERTS IN EMAIL PERFORMANCE