December 15, 2015
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Marketing Research Charts: The charts your marketing peers deemed most valuable in 2015

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SUMMARY: In the MarketingSherpa Chart of the Week newsletter, we’ve brought you 47 articles this year to keep you updated on the latest research on consumer behavior and marketing practices.

For this week’s article, we are looking back at the most viewed charts of 2015 and sharing the data and insights your marketing peers were most interested in. Read on for information about conversion rates, consumers’ preferred communication channels, email frequency and subject line length.
by Dr. Liva LaMontagne , Editorial Research Manager

Conversion rates for 25 retail categories

In the MarketingSherpa Ecommerce Benchmark Study survey, we asked:

Q. What is your average conversion rate for ecommerce sales (%)?

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Conversion rate benchmarks were very popular with marketers in 2015. A sampling of tweets:












For more information, read the full article with analysis.

Consumers’ preferred communication channels

From January 21-23, 2015, we commissioned a survey that asked consumers:

Q. In which of the following ways, if any, would you prefer companies to communicate with you? Please select all that apply.

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Marketers were interested in learning about consumer communication preferences when interacting with companies and were surprised to learn about the relatively high preference for snail mail. A sampling of tweets:













For more information, read the full article with analysis.

Email subject line length and open rates

Return Path analyzed 9,313,885 emails from more than 3,000 retail senders in February 2015 to see how subject line length affected average read rate.

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Marketers were interested in learning whether subject line length affects whether or not customers read emails. A sampling of tweets:













For more information, read the full article with analysis.

Promotional email frequency

From January 21-23, 2015, we asked 2,057 adults:

Q: How often, if ever, would you like to receive promotional emails (e.g., coupons, sales notifications) from companies that you do business with?

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Marketers were also interested in consumer preferences for receiving promotional emails. A sampling of tweets:

















For more information, read the full article with analysis.

Preferred communication channels by age

In January 2015, we asked 2,057 U.S. adults:

Q. In which of the following ways, if any, would you prefer companies to communicate with you? Please select all that apply.

View Chart Online


Click here to see a printable version of this chart











For more information, read the full article with analysis.

Related Resources

Subscribe to MarketingSherpa Chart of the Week — Get data and discoveries delivered to your inbox

Ecommerce Research Chart: Industry benchmark conversion rates for 25 retail categories

Marketing Research Chart: How do customers want to communicate?

Email Marketing Chart: How subject line length affects open rates

Email Research Chart: How often customers want to receive promotional emails

Marketing Research Chart: Do different age groups prefer different channels?

MarketingSherpa 2015 Consumer Purchase Preference Survey

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