Publisher at PFI Media Ltd
13 April 2007 12:39pm
My company is a small publisher producing a very niche print and online B2B magazine. We use a fairly basic bulk email tool with some (limited) reporting functionality to communicate with our B2B audience. I think that our open rate as a % of reported successful deliveries may be relatively low. Could this be because "false positives" from recipient mail servers are inflating our delivery rate to actaul inboxes? Are there email delivery solutions out there that effectively filter false positives? Also, I have read a number of reports each with varying average open rates for B2B emailing. Is there a widely accepted average rate that we should be striving to achieve?
E-Business Consultant at Dan Barker
13 April 2007 14:43pm
hi, Barney, how are you today?False Positives
How is your open rate measured? Usually there'll be an image in your email which, when loaded by a unique email address, will count as a single 'open' of the email. If that's what you're doing then I wouldn't be overly worried about 'false positive' opens. Open rate is only ever a guide of success anyway - a reader might open your email for 2 seconds & then delete it, or they may read it word for word. Each of those will count as one 'open', but they're obviously worlds apart in terms of their value to you.Is there a widely accepted average rate that we should be striving to achieve?No - there are too many variables. How good are your emails? How much value do they add? How important is your offering to your customers? How time-rich are your readers? How often are you emailing? How good was your last email? How strong is your brand? etc. I've run campaigns that have consistently got 60%+ open rates, equally I've sent emails that have got <5% open rates.
Having said all of that, here are some benchmark figures from MailChimp:
http://www.mailchimp.com/resources/email_marketing_benchmarks.phtmlWatch Out For Short-Termism
Another little note - be careful not to focus solely on your short-term open rates: if you're constantly overselling in your subject lines (to get readers to open the emails), you may damage their trust in you longer-term. Look at your open rates in conjuction with click-through (to make sure you're not overselling in the subject) &, even better, put the emphasis on conversion (or on something like RFV if your emails are purely used to keep customers warm). On the topic of overselling in subject lines - here's an article on writing decent email subjects:
Hope that's of some use!
13 April 2007 14:44pm
sorry about the bold - all looked fine in the preview!
Econsultancy's North American Email Marketing Statistics document is one of 11 individual downloads that make up Econsultancy’s North American Internet Statistics Compendium, a comprehensive compilation of statistics and online market research with data, facts, charts and figures that are essential to understanding the marketplace as a whole.
Econsultancy's B2B Digital Marketing Trends Briefing focuses on the key trends, challenges and solutions for B2B digital marketers. Based on roundtables from Digital Cream London 2012, the guide has been co-authored by nine independent B2B marketing experts who also acted as moderators for the roundtables at Digital Cream.
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