GetResponse, an email marketing and marketing automation platform, has just released its Email Marketing report for 2018.
In the process of creating this report, GetResponse analyzed over 430 million emails sent by their Southeast Asia customers from the period of January to June 2018. Singapore accounts for 25% of the 430 million emails sent out by GetResponse in Southeast Asia, thus making the country the second biggest sender in the region after Vietnam.
The results are remarkable considering that Singapore’s population is the smallest of Southeast Asia, at just about 6 million people – compared to Indonesia’s population of 260 million, and Malaysia’s population of 31 million.
Following the Southeast Asia Industry Benchmarks 2017, there are some interesting email marketing statistics released by GetResponse for the Southeast Asia region in 2018.
The key figures like open rate and click rate have changed quite a bit for each country, with Malaysia being the only country enjoying significant growth in email open rate from 16.52% in 2017 to 23.38% in 2018.
Before we go into the statistics by country, let’s first understand the definition of each metrics:
- Open rate: Emails opened divided by emails delivered
- Click rate: Email clicks divided by emails sent.
- Unsubscribe rate: People who opt out of future emails divided by emails sent.
- Spam rate: Spam complaints divided by emails sent.
The average email open rate for each country:
- Vietnam: 32.13%
- Thailand: 26.92%
- Malaysia: 23.38%
- Indonesia: 21.76%
- Philippines: 19.29%
- Singapore: 18.93%
The average email click rate for each country:
- Vietnam: 4.07%
- Thailand: 10.83%
- Malaysia: 3.09%
- Indonesia: 3.27%
- Philippines: 2.46%
- Singapore: 3.07%
The average email unsubscribe rate for each country:
- Vietnam: 0.11%
- Thailand: 0.17%
- Malaysia: 0.16%
- Indonesia: 0.10%
- Philippines: 0.21%
- Singapore: 0.15%
The report gives an in-depth view of the email marketing scene especially in Singapore to help businesses discover benchmarks for specific industries, draw comparisons, and identify areas for improvement.
The report also covers many questions asked by marketers, including the use of preheaders, emoji, personalization, and more
“There is definitely consistent growth when it comes to email marketing in Singapore, and we hope that by creating this report, we’ll help marketers set their own benchmarks and identify areas they should improve.”, said Claire Lee, Marketing Specialist at GetResponse.
“We get a lot of questions about when people are most likely to read their emails and what are some deliverability best practices. Hopefully, this report will shed some light on these topics and help marketers strive for better results” she added.