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所属分类：邮件营销
我们这些做数字营销传播战略或活动策划的，经常被客户或管理层问的问题是：ROI和KPI绩效预估如何？甚至有可能被要求做KPI绩效承诺。
为了做出这样的预估，必须要有基准数据参考。而基准数据从何而来？常见的有以下几种：
1. 项目开始运行一段时间后，以这段时间的实际监测数据作为基准；
2. 如果之前做过同样或类似的事情（比如搜索引擎营销SEM），过去的历史数据（同比和环比综合）也可以参考；
3. 客户所在行业的同行做同样事情的绩效（行业基准参考）。
其中，前两个都是与具体公司有关的，只能具体项目具体分析；而第三个则往往可以有一些公开的行业数据支持。
下面是最近发现的电子邮件营销行业的一些绩效基准数据。虽然并不是最新的数据，但分类详细，来源权威，因此仍然有一定的参考价值，特此分享给共同战斗在数字营销策划第一线的朋友们。
| 行业/公司类型 Type of Company |
打开率 Open Rate |
点击率 Click Rate |
软跳失率 Soft Bounce Rate |
硬跳失率 Hard Bounce Rate |
垃圾邮件投诉率 Abuse Complaint Rate |
取消订阅率 Unsubscribe Rate |
|---|---|---|---|---|---|---|
| Agriculture and Food Services | 23.94% | 4.85% | 0.97% | 2.06% | 0.10% | 0.38% |
| Arts and Artists | 17.53% | 3.54% | 1.58% | 2.54% | 0.08% | 0.25% |
| Beauty and Personal Care | 14.94% | 2.65% | 0.71% | 1.54% | 0.09% | 0.28% |
| Business and Finance | 15.47% | 2.77% | 2.10% | 1.57% | 0.04% | 0.21% |
| Computers and Electronics | 15.51% | 2.97% | 1.12% | 1.71% | 0.08% | 0.30% |
| Construction | 28.70% | 8.01% | 4.51% | 5.81% | 0.11% | 0.35% |
| Consulting | 16.32% | 3.30% | 2.50% | 2.39% | 0.03% | 0.25% |
| Creative Services/Agency | 24.64% | 3.08% | 1.34% | 2.05% | 0.06% | 0.25% |
| eCommerce | 14.98% | 3.36% | 0.74% | 0.88% | 0.08% | 0.25% |
| Education and Training | 16.64% | 3.41% | 1.42% | 2.09% | 0.06% | 0.20% |
| Entertainment and Events | 16.09% | 2.98% | 0.85% | 1.55% | 0.08% | 0.19% |
| Government | 25.66% | 5.37% | 0.86% | 0.89% | 0.04% | 0.20% |
| Health and Fitness | 20.96% | 5.73% | 3.14% | 6.30% | 0.06% | 0.30% |
| Hobbies | 18.45% | 4.33% | 1.13% | 2.08% | 0.12% | 0.40% |
| Home and Garden | 28.20% | 4.38% | 2.93% | 2.68% | 0.02% | 0.41% |
| Insurance | 20.91% | 3.03% | 2.37% | 4.15% | 0.10% | 0.30% |
| Legal | 17.34% | 2.49% | 0.79% | 0.89% | 0.02% | 0.12% |
| Marketing and Advertising | 18.79% | 4.13% | 1.39% | 2.50% | 0.08% | 0.23% |
| Media and Publishing | 18.43% | 3.39% | 0.48% | 0.63% | 0.03% | 0.11% |
| Medical, Dental, and Healthcare | 13.76% | 2.59% | 2.18% | 4.09% | 0.06% | 0.18% |
| Music and Musicians | 13.95% | 2.43% | 0.68% | 1.07% | 0.06% | 0.18% |
| Non-Profit | 20.43% | 3.54% | 1.13% | 1.51% | 0.05% | 0.17% |
| Other | 33.52% | 10.90% | 0.83% | 1.66% | 0.09% | 0.40% |
| Photo and Video | 28.93% | 5.70% | 0.99% | 1.34% | 0.07% | 0.26% |
| Politics | 13.72% | 2.58% | 0.49% | 0.78% | 0.07% | 0.15% |
| Professional Services | 19.77% | 3.71% | 2.55% | 3.57% | 0.08% | 0.45% |
| Public Relations | 14.81% | 1.12% | 2.07% | 2.28% | 0.03% | 0.16% |
| Real Estate | 18.48% | 3.44% | 1.18% | 1.67% | 0.06% | 0.25% |
| Recruitment and Staffing | 15.31% | 3.35% | 1.37% | 1.75% | 0.07% | 0.31% |
| Religion | 23.04% | 3.24% | 0.52% | 0.68% | 0.05% | 0.15% |
| Restaurant | 20.07% | 2.41% | 0.70% | 1.11% | 0.09% | 0.30% |
| Retail | 17.80% | 3.54% | 0.61% | 1.00% | 0.08% | 0.24% |
| Social Networks and Online Communities | 22.37% | 2.85% | 6.94% | 5.44% | 0.11% | 0.74% |
| Software and Web App | 15.57% | 2.49% | 1.88% | 3.06% | 0.11% | 0.39% |
| Sports | 19.54% | 4.77% | 0.86% | 1.53% | 0.08% | 0.24% |
| Telecommunications | 21.20% | 3.22% | 1.60% | 2.85% | 0.10% | 0.41% |
| Travel and Transportation | 14.50% | 2.71% | 0.84% | 0.83% | 0.05% | 0.17% |
资料来源：MailChimp
