E-Commerce Manager at Travel 2 Ltd
29 June 2005 14:41pm
We’ve recently started email marketing campaigns and so am new to the statistics side of it. We are B2B and sent out 2149 emails to customers.
Our open rate (not unique) was 3052 – first campaign and the second campaign 2393.
Click through rate by recipient (unique) was 90 (4.51%) for the first campaign and 53 (2.66) for the second.
Are these good, middle, or poor rates? What would we expect to be a good click through rate as a percentage of our email list?
Any information you could provide would be greatly appreciated.
Director at Velo//
30 June 2005 09:19am
It is really hard to give you a benchmark without getting a bit more of an idea about your campaign. For instance:
Factors influencing open rates
Send from address: Did you send from a person or from a company name? You mention customers, but how 'involved' are your customers in your brand? I ask the question as an email from your friend or a trusted relevant brand is much more likely to be opened that one from a random person. Some suggestions about send from addresses our on our site at:
Subject line: Was the subject compelling, interesting and relevant to the audience?
Factors influencing click through rates
Apart from the usual strength of offer, layout of the email (ensuring links are not hidden), how well written the copy is etc, the main thing I find that influence click through rates is whether or not you are intending to drive people to click through or whether you are trying to sell 'off the page'- in effect, is the main call to action to click through?
I'll give you a B2B example from our client base. One publisher conducts direct promotion to drive sales of reports. These email campaigns are self-contained with all information needed to decide whether to buy. The click through call to action is to “buy now” and begin their online commerce system. Typically, their click through rates are >2% and their open rates vary significantly based upon how 'hot' the topic of the report is.
They also send email newsletters through us, which contain headlines, a short amount of text and then a link. These experience significantly higher click through rates of over 5% as to read more info you need to click through.
I'm more than happy to talk through what I'd expect from your campaign if you want to send me over an example of the campaign. We'll then talk it over. My email address is email@example.com
This goes for anyone else pondering on the same issues
Sources of actual empirical benchmark dataAlternatively, Marketing Sherpa have a study which may be of use:
Also, the DMA's email benchmark council have provided some stats in their recent National Email Marketing Benchmark study:
If you're a DMA member you can download the whole report, otherwise you can get the Exec Summary
Hope this helps
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