In Australia the average open rate for email marketing, across all industries is consistently around 22%. Averages in the US and other countries are likely to be similar. Seems low, but compared to other marketing mediums it’s a good result.
Personally I like to have clients aim for an open rate of 28-35% which is possible with a targeted list and good emails!
The smaller the list the higher your open rate will likely be. So as your list grows it is common that your open rate may decrease a little.
So what makes people open your emails? Or not?
Based on factors such as who the email is from, what their past experience has been, the subject line and how many other emails they have to deal with, people make a decision within seconds. The end result is a simple decision with three options:
1.Open the email and read it
2.Delete the email
3.Ignore the email (and possibly return to it later)
The decision really comes down to a trade-off between time and expected value. If the recipient expects to get some benefit from opening the email, they will likely open it. If they expect to get little benefit from opening it, they will delete it or ignore it. If they ignore it, they may or may not come back to it, and the same decision making process is repeated.
When you are creating your emails consider all of the above and do your utmost to ensure your emails have high value for your readers.
Is your open rate on average, does it need some work, or are you soaring above the average?
Let me know how you go in the comments below. Or join Web Chameleon on Facebook to comment or ask a question
