Success measurement metrics in email marketing in the United Kingdom (UK) 2018

This statistic shows the results of a survey on the metrics used by marketing professionals and their clients to measure the success of email marketing activities in the United Kingdom (UK) in 2018. During the survey, 91 percent of company respondents and 84 percent of agency respondents stated that they used click-through rates as a performance indicator for their email marketing. Other commonly used metrics were open rates and conversion rates.

What metrics do you (or your clients) use to measure the success of email marketing activities?

Company respondentsAgency respondents
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Release date

June 2018


United Kingdom

Survey time period

March to April 2018

Number of respondents


Special properties


Method of interview

Online survey

Supplementary notes

* n (company respondents) = 414; n (agency respondents) = 182.
** Respondents included both companies or in-house marketers and supply-side respondents, including agencies, consultants and vendors.

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Statistics on "E-mail marketing "

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