We’re often asked what the industry standard for Opens is, as well as for other measurements of a broadcast email campaign’s effectiveness.
We’ve been providing the service for B2B and B2C clients for nine years now. Here are some findings based on that experience. NB. This data is drawn from broadcasts for firms and companies who have an entirely opted-in audience.
Opens and Unsubscribers
For a B2B newsletter, say a regular monthly update about your Firm/Department and its sector, we’d expect to see 15-20% recorded Opens*. There’s another key stat, and it’s not the number of click-throughs. Take a look at your Unsubscriber numbers. If you’re sending regular updates and a very small percentage of recipients are unsubscribing (we expect a fraction of 1%), then your message is getting through, the communication has been acknowledged, if not read, and it’s most likely that the topic is not of interest right now. Indeed we often see Opens weeks or months after sending. Your emails aren’t necessarily deleted, if your relationship is good, and your content informative, it will be saved for future reference.
For a topical alert or an event invite, we expect the Opens* to be at least 20%, if you’ve got the message and the design right (key information and call to action ‘above the fold’ in the preview window, informative and relevant subject line) then you’re going to get a great response.
For B2C, where an email may include an offer or voucher we expect up to 40% recorded Opens*.
Click-throughs and extended reporting
You expect to report on exactly who clicked-through on which link on your email, and when they clicked.
Did you know you can also easily track the subsequent journey the recipient takes through your web site? And in real time. This is really valuable, as it allows you to see what individuals are interested in, and the popularity generally of different topics/services/products/whatever. You can even use it to measure the RoI of a promotional email.
Utilising the data gathered is the most important part of the process. At the least you should adjust your campaigns according to the data you’ve gathered. In time you’ll be able to profile much more accurately, creating only highly relevant, tightly targeted communications.
* Because of the way that Opens have to be recorded by broadcast email systems, the stated figure is often less than half the actual number of Opens.