Dive Brief:

• Silverpop's Email Benchmark Study analyzed emails from 3,000 brands in 40 different countries throughout 2013 to report on metrics like click-through rate, open rates, and bounce back rates. 
• Silverpop evaluated the results by industry, finding that healthcare had the best CTR with 4.8% — those performing in the top quartile in all industries experienced a CTR of 9.5%, which is six times higher than the median. 
• For subject matter, transactional emails received the highest CTR of 4.2%, compared to non-transactional emails with 1.5%. 

Dive Insight: 

With healthcare and transactional emails topping click-through rates, it shows that overall news, information, and events still rule emails. Obviously, it makes sense that a recipient shown something that directly relates to them — like a transactional email — would click through. Perhaps email marketers could learn something from those stats and tailor emails to be more relevant to each recipient.