Response Rate Report 2024

ANA Response Rate Report 2021 Chapter 2: Email

Highlights

• Campaigns using a mix of house and prospect lists was most prevalent (58 percent), followed by house lists (33 percent). • Click-Through Rate (CTR) is the email marketing metric most in use by respondents (69 percent), followed closely by open rate (68 percent).

• The average CTR for house lists was 23 percent and for prospect lists was 13 percent.

• The average email open rate for house lists was 36 percent and for prospect lists was 27 percent.

• The average ROI of email marketing to house lists is 44 percent and to prospect lists is 23 percent.

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