SendGrid's Global Email Benchmark Report

Global EmailBenchmark Report

22016 Global Email Benchmark Report© 2016 SendGrid | www.sendgrid.com

TABLE OF CONTENTS

ABOUT THE AUTHORS

Aaron Beach

Victor Amin

Aaron is a Data Scientist at SendGrid. He used to be an academic research-er. You can read some of his research papers here. After getting a PhD focused on privacy in social networks and sensor networks he started a location-based advertising company using machine learning and natural language processing. He went on to do research for the Department of Energy, designing distributed data systems for the military and national labs. After coming to SendGrid, he started the Big Data Team and now spends most of his time predicting which emails you will read.

As a Data Scientist at SendGrid, Victor builds machine learning models to predict engagement and detect abuse in a mailstream that handles over a billion emails per day. After graduating cum laude from Princeton Universi-ty, he founded an Internet security company and published papers as a bioinformatician in a statistical genetics lab at the University of Florida. Victor holds a PhD in Physical Chemistry from Northwestern University, where he studied quantum confinement and applications of machine learning to small molecule discovery.

3 Motivation

4 Methodology

4 Data Collection

5 Determine Your Email Engagement Health

23 Engagement Benchmark Highlights

24 How and Where is Email Being Consumed?

25 Demographic/Geographic/Device Highlights

26 7 Ways to Empower Yourself

27 Appendix: Metrics Definitions

29 Resources


https://scholar.google.com/citations?user=dBM8boUAAAAJ&hl=en&oi=ao


MOTIVATION

As the industry leader in delivering customer communication that drives engagement and growth, SendGrid uses its position and data to measure and publish email-related metrics as benchmarks for email senders globally and in all industries.

Our inaugural Global Email Benchmark report, researched and written by our Big Data Team and SendGrid’s email deliverability experts, is intended to help improve your sending strategy and increase the effectiveness of your email program. This report dives into the engagement metrics of email sent through SendGrid which you can use to benchmark against your own program.

These benchmarks can help you evaluate your email program and set goals in relation to local and global industry benchmarks. This report also provides information on the demographics and devices commonly associated with recipients of email from particular industries and geographical regions. We’ve also provided insights and actions for you to take if you want to improve on different benchmarks.



SendGrid collects metadata on all events in the email process, including delivery to the inbox provider, open-ing of email, and any clicks on links within emails. We use metadata to provide services and information to our customers and to improve our service as a whole.

For the benefit of our customers and all email senders, we’ve summarized this data in the aggregate seg-mented by:

1. Industry of the sender2. Location of the recipient3. Gender of the recipient4. Device used by the recipient

Here’s how we analyzed and segmented our data:

Industries - We placed senders into different industries based on the type of business they identify with when signing up for an account.

Associating email with geography - IP addresses collected from opens and clicks were geolocated using up-to-date databases.

Inferring recipient gender - Most email addresses contain a first name. We extracted names from email addresses and cross referenced those names with the U.S. Social Security Administration public names database to infer the gender likelihoods. This method was then normalized against senders with published gender ratios among their recipients. While this method cannot definitively identify the gender of every email address, it is able to estimate the gender breakdown in a recipient population.

Detecting recipient devices - SendGrid uses user agent parsing libraries to automatically infer and catego-rize the hardware and software being used by a recipient when they open or click an email.

Determining recipient inbox provider - Recipient inboxes are inferred from the domain in the email ad-dress and from the IP address associated with the domain.

This benchmark report contains metrics from email sent through SendGrid. These same metrics and meth-ods will be applied to future months and years in subsequent reports to consistently compare changes in email statistics, demographics, and devices in different email regions and industries.

Methodology

Data Collection

https://www.ssa.gov/oact/babynames/limits.html

https://www.ssa.gov/oact/babynames/limits.html


The data for this analysis came from a representative sample of nearly 30 billion emails from about 100,000 different senders to over 1.5 billion different recipients. Most Internet users in the world are represented in this report in one or more aggregate statistics.

This report is primarily representative of business to customer (B2C) email for the countries and industries in which we have significant market penetration. We have included numbers relating SendGrid’s relative email volume in different countries and industries for this reason.

*This study may not be representative of personal email.

This section provides email engagement benchmarks for the industries that send through SendGrid. Each industry has corresponding engagement numbers for the average percentage of male and female recipients, average percentage of email that is opened on mobile and non-mobile devices, average open rate, average click rate, average click-to-open rate, and the average monthly send rate. SendGrid’s in-house email experts have also contributed ways you can use this report to enhance your email program and demonstrate your expertise at your organization.

The following 10 infographics are presented in alphabetical order and provide the engagement statistics and deliverability advice for the industries that send the most email through SendGrid.

While the tips provided can help email programs, they do not guarantee deliver-ability results because each email program is different, so test out what works best for you. While we see these general themes in our data, they might not match perfectly with your audience.

AVERAGE ENGAGEMENT STATS FOR ALL SENDERS

9.8 14.2% 27.3% 1.9% 2.8% 13.6%

Monthly Send Rate

Unique OpenRate Open Rate

Unique Click Rate Click Rate

UniqueClick/Open

Determine Your EmailEngagement Health


Career/Job Search54%46% 48% 52%

Male Recipients Mobile Devices Non-Mobile DevicesFemale Recipients

5.1%16.6% 17.5% 11.9Click Rate Monthly Send RateOpen Rate Click-to-Open Rate

Advice from SendGrid's Email Experts

• The industry average for monthly send rate is 11.9, which is high. If you’re sending at or above this frequency, consider sending less frequently to improve your open rate. Also, establish a sunset policy for non-engagers to keep your list clean and your overall engagement higher. • Consider sending nurture campaigns that help the job seeker with building their resume, interview skills, salary ranges, and anything else that is useful when searching for a job. Sending relevant job matches, not including too many matches per email, and personalizing the subject line and body copy helps too. • A nearly-even split between mobile and non-mobile devices (48% mobile and 52% non-mobile) means you should optimize your messages for all email clients and the most common smartphones and tablets.


60%40% 54% 46%Male Recipients Mobile Devices Non-Mobile DevicesFemale Recipients


Daily Deals/eCoupons


• A high monthly send rate means there is less engagement with each email. Consider lowering the frequency of your messages to improve open and click rates or utilizing engagement segmentation to send at higher frequencies to only your most engaged recipients. • Recipients of these emails are more likely to be female, and more likely to be reading messages on a mobile device. Consider optimizing content for this audience. • For better engagement, segment recipients based on recent purchases and use your data to personalize email subject lines and content.


Dating Sites47%53% 57% 43%

Male Recipients Mobile Devices Non-Mobile DevicesFemale Recipients



• The average monthly send rate is much higher for Dating Sites than other industries, so consider lowering your send frequency or consolidating daily messages into a weekly digest. • Recipients who open messages are likely to click as well. These consistent engagers should be sent to first to demonstrate to inbox providers that your email is desired and expected. • Provide recipients with a clear way to exit your list if they’re tired of your messages. This lowers the number of unengaged recipients and prevents any false spam designations.


eCommerce


• eCommerce has the highest average monthly send rate, but also the lowest click rate. This could point to recipient email fatigue. Consider testing lowering your monthly send rate to improve click performance. • This industry has predominately female recipients. Utilize segmentation to better target this recipient base and tailor your content and offers accordingly. • Messages are read more on mobile than non-mobile. Keep this in mind when building your templates to ensure they’re easily scrollable and responsive.






Education/Training


• This industry has a high average open rate, but few recipients click on links within the messages. Consider testing and optimizing your CTAs and ensure your links are leading recipients to valuable information/offers. • This industry has slightly more non-mobile device recipients, you may consider optimizing messages for the most common desktop inbox providers. • The monthly send rate for Education/Training is lower than average for all industries, but open rate is above average. Consider testing an increase in frequency to see how it affects engagement.


Health/Fitness


• This industry has excellent engagement in comparison to other industries. This signals that the email being sent is wanted and anticipated. • Recipients tend to be female. Consider segmenting males and females to provide more targeted content. • Recipients are predominantly engaging with emails on mobile devices. Make sure messages are responsive and optimized for a mobile experience.




Media/Publishing


• Messages are read on a fairly even mix of mobile and non-mobile devices, so make sure they look good across all inbox providers and mobile apps. • A lower monthly send rate means there could be an opportunity to test increasing the frequency of your sends without impacting engagement too much. • A low open rate means your content, messaging, and offers may not be resonating with your recipients. Consider testing new copy and design to see if you can re-engage your audience.




Social Media/Networking


• Recipients view messages slightly more often on mobile than on non-mobile devices, so you could place more emphasis on mobile-friendly messages. • A lower open rate but an above average click-to-open rate means the recipients interested in these emails are engaging. • Consider identifying the recipients who always click on links within emails and send to them first to improve deliverability.




Technology


• These messages are opened more than many other industries, but are not clicked on very often. Make sure subject lines, content, and CTAs are all working together. • The industry average for monthly send rate is 8.5, which means you could test increasing your frequency if you’re sending less than this. • An even split between mobile and non-mobile devices means your messages should be optimized for all email clients and the most common smartphones and tablets.




Travel/Hospitality


• Recipients are more likely to view messages on a mobile device, so make sure your emails feature responsive design and render correctly on the most common devices. • Messages have a high open rate, but a lower click-to-open rate so consider making emails actionable and interesting to drive recipient engagement. • This industry is split evenly between male and female recipients, so make sure messages appeal to as many recipients as possible.




• Emails from Application Development companies have high open rates, but just average click-to-open rates in comparison to all industries. Consider mak-ing calls to action clearer and content more engaging.

• To improve the average click-to-open rate, consider providing recipients with an email preference center so you can learn how often they prefer to receive messages and what type of messages they want to receive.

• Mobile devices are over-represented in this industry, so make sure messages are responsive and are reader-friendly on common devices.

• Few recipients open messages, but those who do often click. You may want to make sure subject lines, content, and calls to action are all clear and work together.

• With a majority of recipients reading emails on mobile devices, make sure messages are optimized for mobile experiences.

• The monthly send rate is close to average for all industries. Monitor your engagement to determine if you can test increasing or decreasing your frequency to see improvement.

APPLICATION DEVELOPMENT

AGENCY/CONSULTING

41% 59% 55% 46% 35% 10.8% 14.7% 8.3

44% 56% 57% 43% 23.4% 12.7% 26.4% 7.1

MaleRecipients

FemaleRecipients

MobileDevices

Non-MobileDevices

OpenRate

ClickRate

Click-to-Open Rate

MonthlySend Rate

MaleRecipients

FemaleRecipients

MobileDevices

Non-MobileDevices

OpenRate

ClickRate

Click-to-Open Rate

MonthlySend Rate

The other industries that send email through SendGrid can be found below in alphabetical order. While these industries all send less email by volume, the av-erage engagement statistics can still be used to benchmark your performance against similar senders.

Determine Your EmailEngagement Health (continued)


• This industry has the lowest monthly send rate of all industries. Combined with a lower open rate, it’s possible recipients may not look out for these messages because there are so few of them. Consider testing an increased send frequency.

• Mobile devices are also over-represented in this industry, so make sure messages are responsive and are reader-friendly on common devices.

• Although open rate is low, click-to-open rate is high, which means recipients are interested in engaging further. Continue writing engaging content and providing clear calls to action.

ENTERTAINMENT/EVENTS

44% 56% 61% 39% 21.1% 8.7% 19.7% 2.9

MaleRecipients

FemaleRecipients

MobileDevices

Non-MobileDevices

OpenRate

ClickRate

Click-to-Open Rate

MonthlySend Rate

• This industry, like Politics/Advocacy, has a higher average of male recipients as well as a higher average of non-mobile usage. Consider optimizing email con-tent for this audience.

• Lower than average frequency, and lower engagement across the board means this industry may not be sending the optimal amount to keep recipients interested. Consider increasing frequency or creating more personalized seg-ments to improve engagement.

• The low click-to-open rate suggests that few people click on links once emails are open. Make sure calls to action are clear and actionable.

FINANCIAL SERVICES

56% 44% 49% 51% 22.5% 6.1% 13.1% 5.6

MaleRecipients

FemaleRecipients

MobileDevices

Non-MobileDevices

OpenRate

ClickRate

Click-to-Open Rate

MonthlySend Rate


• This industry has the highest average of non-mobile device usage of all industries. Make sure messages render correctly on all desktop email providers.

• With engagement levels that are low to average, consider testing new content and ensuring that every email you send provides value to your recipients.

• To help improve click rate, senders could consider tying content and calls to action back to subject lines.

GOVERNMENT

43% 57% 36% 64% 22.6% 7.2% 15.3% 4.7

MaleRecipients

FemaleRecipients

MobileDevices

Non-MobileDevices

OpenRate

ClickRate

Click-to-Open Rate

MonthlySend Rate

• This industry has more non-mobile recipients than mobile, so consider optimizing emails for desktop reading.

• Few people open these messages, but there is a high click-to-open rate. Consider making changes to subject lines to make them more engaging and interesting to recipients.

• Identify your high and low engagers and segment accordingly. Try sending new offers and content to each segment to see what resonates to help improve open rates.

GAMING

52% 48% 42% 58% 15.7% 8% 28.7% 3.3

MaleRecipients

FemaleRecipients

MobileDevices

Non-MobileDevices

OpenRate

ClickRate

Click-to-Open Rate

MonthlySend Rate


• Companies in this industry tend to experience average open rates and low click-to-open rates. Make sure subject lines, content, and calls to action are all interesting and clear.

• One of the few industries with more non-mobile recipients, so make sure all messages render correctly on common desktop email clients.

• Recipients skew slightly female. Utilize segmentation to better target this recipient base.

MARKETING/ADVERTISING

47% 53% 49% 52% 23.7% 7.7% 13.5% 4.8

MaleRecipients

FemaleRecipients

MobileDevices

Non-MobileDevices

OpenRate

ClickRate

Click-to-Open Rate

MonthlySend Rate

• There are low engagement statistics across the board for this industry in com-parison to all others. Consider working on content and refining calls to action so that recipients are clearly directed back to your app or website.

• A nearly-even split between mobile and non-mobile devices means your mes-sages should be optimized for all email clients and the most common smart-phones and tablets.

• To improve the overall low engagement, consider providing recipients with an email preference center so you can learn how often they prefer to receive messages and what type of messages they want to receive.

INSURANCE

46% 55% 50% 50% 5.9% 1.7% 14.3% 4.6

MaleRecipients

FemaleRecipients

MobileDevices

Non-MobileDevices

OpenRate

ClickRate

Click-to-Open Rate

MonthlySend Rate


• You may expect Mobile App messages to be engaged with on mobile devices, but these emails are no more likely to be opened on a mobile device than any other industry.

• Having the highest open rate of all industries means that recipients are eager for these messages. Click-to-open rate is also high, which means these senders could send with higher frequency.

• This industry has more female recipients than any other industry, so segment your list and personalize content for this audience.

• This is one of the few industries that has a higher average of male recipients as well as a higher average of non-mobile usage. Consider optimizing email content for this audience.

• Many recipients open messages, but they seldom click. Make sure your subject line, content, and calls to action are all engaging and clear.

• To improve low click-to-open rates, consider providing recipients with an email preference center so you can learn how often they prefer to receive messages and what type of messages they want to receive.

MOBILE APP

POLITICS/ADVOCACY

37% 63% 57% 43% 56.3% 25.3% 18.7% 8.2

56% 44% 41% 59% 30.2% 10.5% 13.1% 9.1

MaleRecipients

FemaleRecipients

MobileDevices

Non-MobileDevices

OpenRate

ClickRate

Click-to-Open Rate

MonthlySend Rate

MaleRecipients

FemaleRecipients

MobileDevices

Non-MobileDevices

OpenRate

ClickRate

Click-to-Open Rate

MonthlySend Rate


• Lower than average frequency and healthy engagement across the board means this industry is sending the right amount to keep recipients interested, but not so much that they’re tired of seeing messages.

• One of the few industries with more non-mobile recipients, so make sure all messages render correctly on common desktop email clients.

• Provide recipients with a clear way to exit your list if they’re tired of your mes-sages. This lowers the number of unengaged recipients and prevents any false spam designations.

PROFESSIONAL SERVICES

47% 53% 44% 57% 24.8% 8.3% 19% 4.9

MaleRecipients

FemaleRecipients

MobileDevices

Non-MobileDevices

OpenRate

ClickRate

Click-to-Open Rate

MonthlySend Rate

• Real estate has a high monthly send rate, but they benefit from high engage-ment as well. This suggests recipients are eager for real estate emails and will engage with them.

• Despite having a high monthly send rate, with the correspondingly high en-gagement, you could consider testing sending more and sacrificing a small amount of engagement.

• Recipients in this industry are more likely to be female, and the devices are more likely to be mobile. Consider optimizing content for these audiences.

REAL ESTATE

40% 60% 66% 34% 39.5% 18.5% 24.5% 12

MaleRecipients

FemaleRecipients

MobileDevices

Non-MobileDevices

OpenRate

ClickRate

Click-to-Open Rate

MonthlySend Rate


• Similar to the Education/Training industry, these messages are opened, but not clicked on very often, which means calls to action and content should be refined and recipients should be encouraged to take an action.

• This industry is also more likely to have female recipients and mobile device usage. Messages could be optimized for this audience.

• Monthly send rate is fairly low in comparison to all industries, so this could be increased, but keep an eye on engagement stats to make sure they aren’t negatively affected.

RELIGIOUS/SPIRITUAL

41% 59% 60% 40% 24.5% 5.6% 10.5% 4.6

MaleRecipients

FemaleRecipients

MobileDevices

Non-MobileDevices

OpenRate

ClickRate

Click-to-Open Rate

MonthlySend Rate

• This industry has the highest click-to-open rate of all industries. If you’re not already, segment your messages by demographics and past purchase behavior to up your personalization and ultimately, your engagement.

• Consider providing recipients with an email preference center so you can learn how often they prefer to receive messages and what type of messages they want to receive.

• Recipients are more likely to open messages on a mobile device, so make sure messages are responsive and optimized for a mobile experience.

RETAIL

51% 49% 64% 36% 43.8% 30.4% 30.3% 4.8

MaleRecipients

FemaleRecipients

MobileDevices

Non-MobileDevices

OpenRate

ClickRate

Click-to-Open Rate

MonthlySend Rate


• One of the lowest monthly send rates for all industries, but also the low-est click rate for all industries. Consider optimizing your content and of-fers and focus on providing more value to your recipients in each send.

• To help improve click rate, senders could consider tying content and calls to action back to subject lines.

• To improve the lower click-to-open rate, consider providing recipients with an email preference center so you can learn how often they prefer to receive messages and what type of messages they want to receive.

TELECOMMUNICATIONS

45% 55% 58% 42% 14.2% 1.8% 6.5% 3.4

MaleRecipients

FemaleRecipients

MobileDevices

Non-MobileDevices

OpenRate

ClickRate

Click-to-Open Rate

MonthlySend Rate


eCommerce, the industry with the highest aver-age monthly send rate, also has a low click rate. This could be attributed to over-sending and re-cipient email fatigue.

Retail has the highest click-to-open rate. This may signal that recipients want to see more products on the website that they might be interested in, or they could be interested in new product releases and offers.

Political and Advocacy emails are opened more often on desktop devices. These emails are often opened, but seldom clicked on.

Despite high sending frequency, Health and Fit-ness, Real Estate, and Mobile Apps all have high open and click rates.

After completing an analysis on the email sent through SendGrid and how it is engaged with by recipients, we discovered some interesting engagement highlights:

Engagement Benchmark Highlights


In addition to gathering email engagement benchmarks, we also looked at how email is being consumed in different countries. Below are the top 25 countries SendGrid customers are sending email to, as well as the top recipient devices and inbox providers in each country.

INBOX PROVIDERS COUNTRY DEVICES

Gmail Yahoo Hotmail AOL Comcast

Gmail Yahoo Hotmail Outlook Ymail

Hotmail Gmail Yahoo BTInternet Live

Gmail Hotmail Orange Yahoo Wanadoo

Gmail Hotmail Yahoo Outlook Live

Mail.ru Yandex Gmail iCloud Yahoo

Gmail Hotmail Yahoo Live Outlook

Gmail Hotmail Yahoo Outlook MSN

Gmail Hotmail BigPond Yahoo Live

Gmail Hotmail Libero Yahoo Live

Hotmail Gmail Yahoo Live Outlook

Hotmail Gmail Yahoo Outlook Live

Gmail Yahoo Hotmail Ymail iCloud

GMX Web Gmail T-Online Yahoo

Hotmail Gmail Yahooo Live Outlook

Gmail Hotmail Live Me Yahoo


Gmail Hotmail Yahoo Outlook Live

Hotmail Gmail Live Yahoo Outlook

Gmail Yahoo Hotmail Web Live

Gmail Yahoo Web Hotmail iCloud


Gmail Hotmail Live Yahoo Outlook

Gmail Yahoo Hotmail MSN Me

Gmail Yahoo Hotmail Live Ymail

Hotmail Gmail Yahoo Outlook Live

United States

India

United Kingdom

France

Brazil

Russia

Canada

Spain

Australia

Italy

Mexico

Colombia

Indonesia

Germany

Argentina

Netherlands

Chile

Turkey

Sweden

South Africa

Japan

New Zealand

Denmark

Taiwan

Malaysia

Peru

Windows iPhone Samsung Macbook iPad

Windows Samsung iPhone Motorola Macbook

Windows iPhone Samsung iPad Macbook


Windows iPhone Samsung Motorola Macbook



Windows Samsung iPhone iPad Macbook




Windows Samsung iPhone Motorola Macbook

Windows Samsung iPhone Macbook iPad


Windows Samsung iPhone Motorola LG


Windows iPhone Samsung Motorola Macbook

Windows iPhone Samsung LG Macbook


Windows Samsung iPhone iPad Macbook

iPhone Windows Macbook iPad Nexus


Windows iPhone iPad Macbook Samsung

Windows iPhone Samsung HTC Macbook


Windows iPhone Samsung Motorola LG

How and Where is Email Being Consumed?


Depending on where you send email, Gmail may not be the most common email client. For in-stance, if you send email to Russian addresses, you may want to ensure it appears correctly in Mail.ru inboxes.

While Windows products dominate most coun-tries, some countries have high usage of other platforms, including Samsung, Windows, Mo-torola, and Linux. As a global sender, make sure your messages are responsive and appear cor-rectly in all platforms and devices to improve overall engagement.

Some of the interesting takeaways we’ve found after looking at the devices, platforms, and inbox providers that are common in other countries include:

Demographic/Geographic/ Device Highlights

Japan is the only country in the top 25 where iPhone has surpassed Windows for the number of recipients engaging with emails.

Hotmail is the third largest inbox provider in the United States, but it moves to the number one spot in the United Kingdom, Mexico, and Sweden.


Opens and Clicks - If you’re exceeding the industry average, arm yourself with this report and show that you’re adding value to your organization by keeping your email program ahead of the rest. If you’re lower than average, dig into why that could be: unengaged recipients, con-tent disconnect, unresponsive emails, etc.

01

This report may highlight successes and illuminate trends you’re currently see-ing within your email program, and you may also use it to identify areas for im-provement. Here are some ways to use takeaways from this report to your email program’s benefit:

7 Ways to Empower Yourself

Personalization - Are there areas for improved personalization and segmentation? Is your industry read predominantly by males (as in Finance) or by females (as in Health/Fitness)?

Mobile Optimization - Don’t forget about mobile devices. As recipients view messages on the go more and more, it’s crucial that your emails are responsive and actionable for recipients looking at them on their smartphones or tablets.

Global Optimization - If you’re a global sender, make sure to look at the types of email clients and devices that your recipients in different countries use. Mail.ru, Live, and GMX may not be common inbox providers in the United States, but they’re much more common in Russia, Germany, and Canada.

Send Frequency - Use our Monthly Send Rate benchmark to optimize the number of times you message customers each month. If you’re sending fewer times each month than the av-erage, there could be an opportunity to message customers more often. Conversely, if you’re sending more than the average, you may want to dial it back a bit to increase engagement.

Address Collection - Don’t forget about where you collect users. These reports focus on where recipients engage, but it’s worth noting whether your recipients come to you through an app-based/mobile sign up vs. a website. Growing from an app-based relationship with a user to an email-based relationship takes careful attention. Make sure they are aware of the shift both with the email address they are providing (be careful of those old Facebook accounts with possibly no-longer-valid addresses) and that they know what types and frequency of messages will come through after they “sign up.”

02

03

04

05

06


A/B Testing - Keep in mind, these are simply benchmarks for you to consider. What works for the majority may not work for you. Every email marketing program is different, and you need to monitor your own sending frequency, opens, clicks, and unsubscribes to maintain your deliverability. Also always ensure that you implement A/B testing before making any changes to your email program.

For more advice on what key tactics can help improve your deliverability, read our Email Deliverability Best Practices Guide.

07

These rates are the ratio between the total number of opens or clicks divid-ed by the total number of emails delivered. These rates include duplicate opens, clicks, and deliveries as they occur.

Inferred using a method described above, these ratios represent an esti-mate of gender ratios based on the gender rates reported by the Social Security Administration for names which occur in some emails.

Using the recipient device information inferred using the method described above, devices were categorized as mobile or not mobile. These ratios are the distinct count of mobile/non-mobile devices seen divided by the total distinct count of devices seen. Each device is counted only once per recipi-ent.

This is an estimate of the average (mean) number of emails received by a sender’s recipients over the course of a month. It is calculated as the total number of deliveries divided by the distinct/unique number of recipients to which those emails were delivered.

This is the ratio of unique clicks to unique opens; duplicates are not count-ed. This answers the question: “Of the emails that were opened, what per-centage were clicked?” It can be thought of as a proxy for content quality.

Usually calculated by country, this measures what percentage of total Send-Grid email volume is sent to recipients in a particular country.

Appendix: Metrics Definitions

Open and Click Rate:

Gender Ratios:

Mobile Ratios:

Monthly Send Rate (Send Frequency):

Click-to-Open Rate:

SendGrid Volume Share:

https://sendgrid.com/resource/email-deliverability/



Additional Resources

Email Deliverability Best Practices Guide

How To Authentically Grow Your Email List

The Expert’s Guide to Email Marketing

Putting Engagement Data to Use: Sunset Policies

Why You Need an Email Preference Center

6 Ways to Stay Relevant to Your Recipients in Your Email Marketing

Guides

Blog Posts


http://go.sendgrid.com/Grow-Your-Email-List.html

https://go.sendgrid.com/rs/467-KXI-123/images/Experts-Email-Marketing.pdf

https://sendgrid.com/blog/putting-engagement-data-use-sunset-policies/

http://sendgrid.com/blog/need-email-preference-center/

https://sendgrid.com/blog/how-to-stay-relevant-to-your-email-recipients-in-your-email-marketing/

https://sendgrid.com/blog/how-to-stay-relevant-to-your-email-recipients-in-your-email-marketing/


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Documents

SendGrid's Global Email Benchmark Report