This post is part of the 📖 300 Email Marketing Tips series.
Today, I will continue my reading where I left off yesterday. I am reading a section of TIPS TO MEASURE YOUR EMAIL PERFORMANCE from the book 300 Email Marketing Tips written by Author, Meera Kothand a 3X Amazon best-selling author of the books The One Hour Content Plan, But I’m not an Expert and Your First 100..
Yesterday, we read about TIPS TO MONETIZE YOUR EMAIL LIST.
TIPS TO MEASURE YOUR EMAIL PERFORMANCE
The most common email metrics are open and click-through rates.
An open rate is the percentage of people who opened your email from the total that received it.
According to a HubSpot study, analyzing more than twenty-five million emails across twenty-eight industries, the average open rate was found to be 32% with Marketing and Advertising companies having the lowest email open rates and Arts & Entertainment, Construction, Human Resources, Legal & Government, and Real Estate having the highest open rates.
According to a Mailchimp Email Marketing Benchmarks study of its customers, the average open rate was 20.81%.
For the fact, I know the highest email open rate goes to ConvertKit, an email marketing company which is ridiculously good, which I honestly recommend.
If you have a good open rate, it usually means
a) your subject lines resonate with your audience,
b) your audience is familiar with your name and brand, and
c) they associate your brand name with emotion or value.
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Email Click-through Rate
Your click-through rate is the percentage of people who clicked on a link in your email from the total number of people who opened it.
The click-through rate reveals how people are responding to the content of your email—if they find your content relevant enough to click through for more.
The same Mailchimp Email Marketing Benchmarks study saw average click-through rates of 2.43%.
Note: Your subject line sells the open while your email content sells the click. Don’t confuse one for the other.
Email Marketing Benchmarks study of its customers, the average open rate was 20.81%.
Email Marketing Benchmarks study saw average click-through rates of 2.43%.
- Engagement is a good sign but don’t let that lull you into a false sense of security. These are important questions you need to ask yourself. Do they take action? Do they click through on your emails? Or do they just open them? Are you increasingly getting more sales as your list grows?
Author(s): Meera Kothand
Part 13 of 18 in the 📖 300 Email Marketing Tips book series.