Hi Sharon,

The e-mail response rates would vary considering the nature of campaign. Its relatively high for a B2C asd compared to a B2B campaign. The industry average for B2C is around 12% approx.  & it is considered to be agood one, if its equals or exceeds 22.5%.

However, for a B2B campaign targeting a response rate at 7.5% is the best assumption, you can work upon. The industry average lies at 4% approx. The numbers would be quite different, takling into consideration new or potential customers.

Thanks-
SMITA

Hi Sharon,

Whilst its helpful to look at how the industry is doing, but you need to take it on a case-by-case basis. You also need to consider your industry, the prior purchase histroy of your customers, segmentatation, product offering, time of the year, day of the week etc.

For example we are a comparision site and i know which products put people to sleep. No matter how great our offering for certain products I know the open and conversion rate for certain products is crap. Whereas other ones have great results.

I would say test, test and test before rolling out. Also make sure you add tracking to each html and monitor your creative for hotspots (popular clicks). Also always always  keep a good eye on your unsusbcribe rate - you need to consider the "opportunity cost" of closing these names.

Sita