E-mail marketing trends and statistics in India - A report by Juvon

1. Email Marketing, Simplified.
India’s First Quarterly
Email Trends Report

2. Email Trends in India
Oct 2010 – Dec 2010
Executive Summary
Email Marketing is an important part of online
marketing mix. Search engine marketing, digital
display advertisements and social media are the
digital media channels of choice for many
marketers. We are also seeing that Email
Marketing is generating a lot of interest from SMEs
and big enterprises alike.
Email marketing is popular because it is viewed as
a low cost, high impact, one-to-one
communication. However the performance of every
email campaign can vary based on the design of the
email, the time of delivery, the frequency of emails
and the quality of the email list.
We hope that this Email Trends Report will serve
as a handy guide with which marketers can
evaluate their Email Marketing initiatives a little
better.
We intend to publish this report every quarter. This
report is the first in the series and gives the
average bounce rates, open rates and click through
rates for the last quarter.
The report is analysis of:
 15 million emails sent last quarter (Oct 2010 to
Dec 2010) via “juvlon” platform
 By companies in the Retail, Finance and
Education sectors
 The emails are all in the Business-to-Consumer
category
 The emails were sent by large as well as small
and medium sector companies
Definitions
How was this report made?
 Bounce Rate = Total Bounced / Total List
We selected companies that have been sending
emails consistently. These companies have sent  Sent Emails = Total List – Total Bounced
about 2 to 3 email campaigns in a month to their  Total Open Rate = Total Opens / Sent
readers. We used the data for each campaign and  Unique Open Rate = Unique Opens / Sent
consolidated it for each month. We then averaged
 Click to Open Rate = Total Clicks / Unique Opens
the data for the industry for each month.

3. Email Trends in India
Oct 2010 – Dec 2010
Retail Industry Statistics
( C o m p a n i e s wi t h O n l in e & O ff l i n e S t o re s)
Key Points
 Bounce rates are not very high for the retail
industry however ideally we recommend that
the bounce rate should be lower than 5%
 On average the Total Open Rate was 12.93%
of the emails sent
 The total number of clicks was 15.12% of the
number of emails opened
How was this report made?
No of Emails: About 10 million
Companies: Large online retailers
Period: Oct 2010 to Dec 2010
Products: Apparel, jewellery & books
Content: Offers, promotions, regular & update and
loyalty points’ information

4. Email Trends in India
Oct 2010 – Dec 2010
Financial Industry Statistics
( P ri v a t e B an k s a n d I n s u re rs )
Key Points
 Average Bounce Rates were 5.27%
 Total opens were 11.92% of the emails
sent which is not very different from the
Retail Industry
 The total number of clicks was 7.43% of
the emails opened which about half of
the Retail Industry
How was this report made?
No of Emails: About 3.5 million
Companies: Insurance and mutual fund retailers
Period: Oct 2010 to Dec 2010
Products: Mutual funds & Insurance
Content: Offers, promotions, regular & updates

5. Email Trends In India
Oct 2010 – Dec 2010
Education Industry Statistics
( U n i v e rs i t ie s an d C o l l e ge s )
Key Points
 We saw bounce rates on the higher side in the
Education Industry
 Total opens were 14.15% of the emails sent
which was higher than the Retail and Finance
Industry
 The total number of clicks was 14.74% of the
emails opened, slightly lower than that of the
Retail Industry
How was this report made?
No of Emails: About 1.5 million
Companies: Universities and colleges
Period: Oct 2010 to Dec 2010
Products: Education Courses
Content: Course admissions and updates

6. Email Trends in India
Oct 2010 – Dec 2010
Conclusion What Next?
How c a n w e h e l p?
When you compare this report to data released for North America
for the same quarter, it’s pretty obvious that there is tremendous Email Marketing Statistics are the beginning of
scope to improve Indian benchmarks. It also shows the Indian building successful email campaigns. Get in touch
market for email marketing is nascent and needs to imbibe the with us to help you:
maturity of its western counterparts.
 Improve your open rates
 Improve your click-through rates
 Build better designed emails
While the Indian average open-rates are a respectable 14-15%, the
 Monitor if your emails are reaching inboxes
click-to-open rates at 5% need a great deal of attention. The
 Segment your list and enhance content
major reason for this low click-to-open rate is the quality of email
campaigns being conducted. Many email marketers (senders) in
India are still using the medium for distributing posters without Get in touch with us at: sales@juvlon.com
intending to gauge response.
Several spam filters, including those on the corporate side,
consider these poster (image only) emails as spam and
automatically place them in the junk folder or drop them
altogether. These reasons coupled with the fact that images are
by-default turned off in the average inbox, has contributed to the
low click-to-open rates. If designed and executed properly, email
campaigns can easily deliver average click-to-open rates of 15- What is juvlon?
20%.
Who are we?
The Email Trends in India, a first-of-its-kind report, released by “We help big enterprises as well as SMEs in India send
juvlon has covered retail, finance and education industries as a
start. There will be more industries and types of emails added to permission based, targeted communication using Email
subsequent reports. and SMS. We help you build relationships with your
customers.”
This report shows that the finance industry has delivered lower
"juvlon" is the Industry leading Email Marketing platform,
(nearly half) click-to-open rates compared to that of retail and
designed and developed by the team at Niche Software
education, although, the average open rate for finance is
Solutions Private Ltd based out of Pune, India.
comparable to the others. Remember, this is only the first quarter
of our analysis. The next couple of quarters will determine Niche Software was established in 2001. We have been
whether consumers are truly finding finance-related content less sending email campaigns since 2005.
interesting compared to other industries. Is there a need to create
better innovative content in the finance industry so that there is a
better connect with the target audience?
Stay tuned until the beginning of the next quarter.
niche
Niche Software Solutions Pvt. Ltd. (Corporate Office)
Disclaimer: These statistics are averages and do not represent any single
First floor, Swastik House, 39/D Gultekdi, J.N. Marg
company. No personal data was evaluated during the making of this report. The
Pune 411 037. Maharashtra INDIA
statistics are observed data and should be interpreted as a guideline only. Email
Tel: +91-20.4141.7000
statistics vary based on various factors like email design, email list and content
Email: sales@juvlon.com
relevancy hence the results can vary significantly. Niche Software is not liable for
www.juvlon.com
any dispute arising out of the use of this data.