23 1 3 econsultancy_xml <p>Obviously your results wil depend on the target market, proposition and so on, but as a rough 'rule of thumb' which is easy to remember, I tend to use the following:</p> <p>(NB these are based on e-mailing an <strong>opted-in in-house list</strong>)</p> <p> <strong>Open rates</strong> - 33% (divide/multiply by 3)</p> <p> <strong>(Unique) Click rates</strong> (of those who've opened) - 20% (divide/multiply by 5)</p> <p> <strong>Buy / Convert rates</strong> (of those who open) - 10% (divide/multiply by 10)</p> <p>The 3-2-1 bit equates to the 33%-20%-10%.</p> <p>If you compound these metrics you can work out:</p> <p>- Divide total number of people on your list by <strong>150</strong> to get approximate number of conversions you should get.</p> <p>- Multiply the number of clicks you get by <strong>15</strong> to work out the <em>active</em> list size. </p> <p>This is a bit crude, I know, but it can help as <em>actual</em> open rates are getting harder to track (because of image blocking and so on) and also to help gauge <em>active</em> list members (rather than total).</p> <p>What benchmarks do you use? </p> <p>Ashley Friedlein<br />CEO<br />E-consultancy.com </p> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph>Obviously your results wil depend on the target market, proposition and so on, but as a rough 'rule of thumb' which is easy to remember, I tend to use the following:</Paragraph> <Paragraph>(NB these are based on e-mailing an <Emphasis>opted-in in-house list</Emphasis>)</Paragraph> <Paragraph> <Emphasis>Open rates</Emphasis> - 33% (divide/multiply by 3)</Paragraph> <Paragraph> <Emphasis>(Unique) Click rates</Emphasis> (of those who've opened) - 20% (divide/multiply by 5)</Paragraph> <Paragraph> <Emphasis>Buy / Convert rates</Emphasis> (of those who open) - 10% (divide/multiply by 10)</Paragraph> <Paragraph>The 3-2-1 bit equates to the 33%-20%-10%.</Paragraph> <Paragraph>If you compound these metrics you can work out:</Paragraph> <Paragraph>- Divide total number of people on your list by <Emphasis>150</Emphasis> to get approximate number of conversions you should get.</Paragraph> <Paragraph>- Multiply the number of clicks you get by <Emphasis>15</Emphasis> to work out the <Quote>active</Quote> list size. </Paragraph> <Paragraph>This is a bit crude, I know, but it can help as <Quote>actual</Quote> open rates are getting harder to track (because of image blocking and so on) and also to help gauge <Quote>active</Quote> list members (rather than total).</Paragraph> <Paragraph>What benchmarks do you use? </Paragraph> <Paragraph>Ashley Friedlein<LineBreak />CEO<LineBreak />E-consultancy.com </Paragraph> </FormattedContent> 2006-08-21T17:40:00+01:00 1 1 econsultancy_xml <p> <strong>We are often asked what are benchmark results for email marketing in terms of open rates, click rates and subsequent buy / register rates.</strong> </p> <p>To keep it easy I've developed the 3-2-1 rule of thumb.</p> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph> <Emphasis>We are often asked what are benchmark results for email marketing in terms of open rates, click rates and subsequent buy / register rates.</Emphasis> </Paragraph> <Paragraph>To keep it easy I've developed the 3-2-1 rule of thumb.</Paragraph> </FormattedContent> false 192 <p>For further information about email marketing, download Econsultancy's <strong><a href="http://econsultancy.com/reports/email-census">Email Census</a></strong> (based on a survey of digital marketers) and the <strong><a href="http://econsultancy.com/reports/email-marketing-buyers-guide">Email Marketing Platforms Buyer's Guide</a></strong> (particularly relevant for the UK market). See also the <strong><a href="http://econsultancy.com/reports/email-marketing-statistics">Email Statistics Compendium</a></strong>.</p> <p>For further information about email marketing, download Econsultancy's <strong><a href="http://econsultancy.com/reports/email-census">Email Census</a></strong> (based on a survey of digital marketers) and the <strong><a href="http://econsultancy.com/reports/email-marketing-buyers-guide">Email Marketing Platforms Buyer's Guide</a></strong> (particularly relevant for the UK market). See also the <strong><a href="http://econsultancy.com/reports/email-marketing-statistics">Email Statistics Compendium</a></strong>.</p> 361576 Email Marketing Metrics - the 3-2-1 rule of thumb false 2006-08-21T17:40:00+01:00 email-marketing-metrics-the-3-2-1-rule-of-thumb 2009-04-29T21:51:05+01:00 2009-10-13T08:34:25+01:00 546