Are Your Email Open Rates Any Good?
Email response rates vary wildly: Every email campaign & list is different. For one list, a 10% open rate be a great success, for another, a 50% clickthrough rate might be considered a failure. So it’s difficult to make generalisations about what kind of rates are ‘good’.
On top of that, it’s unlikely your competitors will want to share their email metric data with you. So how do you get a picture of where you stand?
MailChimp has just very kindly released a statistical analysis of 3-million emails sent out by their customers. Split across a couple of dozen verticals (from Advertising, through Legal Services, to Web Design), it shows Open, Click, Soft Bounce, Hard Bounce, Complaint & Unsubscribe rates for each vertical.
The average results across all verticals come out as:
- Open Rate: 17.76%
- Click Rate: 14.56%
- Souft Bounce: 3.16%
- Hard Bounce: 4.25%
- Abuse Complaints: 0.04%
- Unsubscribes: 0.12%
How do your emails compare with that average? How do you compare against your vertical?
OM Strategy » Average Conversion Rates, Average Clickthrough Rates - Online Marketing Advice, Tactics & Strategy said,
September 13, 2007 @ 3:36 pm
[…] I often see posts on forums asking “What’s the average clickthrough rate for banner ads?”, “What open rate should my emails get?” . This is human nature - wanting to judge yourself by how others perform. Or wanting to get a ‘benchmark guide’ to give yourself the belief that something is possible. It feels comfortable to reach for something ‘normal’… […]