Question

Topic: E-Marketing

What % Is Good For Email Blasts Opened?

Posted by Anonymous on 5/5/2008 at 1:43 PM ET 250 Points
I sent out an e-mail blast this morning...the first of many! I am using a software that tracks the number of users that actually open the e-mail.

What percent of recipients would you expect to open the e-mail? What percent would you consider successful? I sent out emails to 3100 recipients.

Thank you!

Rachel
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RESPONSES

  • Posted by Inbox_Interactive on 5/5/2008 at 1:50 PM Accepted
    The answer is, "It depends."

    We had a non-profit client whose recipients were passionate about the cause to the extent that open rates were usually 80-90%.

    Conversely, a business-to-business newsletter that might be considered "ho hum" by a few recipients might get only a 10-15% open rate.

    You have to remember, the recipient has only two things to look at when deciding whether to open: the sender and the subject line. The content is meaningless at this stage because the reader doesn't know what's inside (unless they have read it before and they know you publish great stuff).

    On average, I'd say something in the 20% range is a good target, but it really does depend on how important you and your message are to the recipient.

    Also keep in mind that a lot of people are opening newsletters without triggering an open for your reporting because they have images disabled.

    Good luck.

    - Paul
  • Posted by Frank Hurtte on 5/5/2008 at 1:59 PM Accepted
    beware.. some people will read your email via their preview screen...

    I would contrast the opens on several email groups with slightly different information in the "from" and "regarding" category...

    If you have clickable links back to your sight, I would test the order and wording of the teaser info.
  • Posted on 5/5/2008 at 2:03 PM Author
    Paul,

    Thank you!! I have received a 28% response so far and this b2b so I'm excited!!! I think it is successful so far!


    Frank,

    Wouldn't it still count as an "open" if they previewed it on their screen because the e-mail still opens when they click to see the preview, right?

    Thank you both!
  • Posted by Frank Hurtte on 5/5/2008 at 2:15 PM Member
    Rachel,
    No it doesn't. I have experimented with this using several email accounts at friendly clients.

    I use constantcontact... and I know for sure it does not.

    I do business to business. Your 28% is right about par for the course. But, you may actually be running closer to 35%....
  • Posted by Inbox_Interactive on 5/5/2008 at 2:25 PM Member
    A preview or any view with images "off" will not register an open.

    The open is detected because a tracking image embedded in the HTML has been requested from the server (usually a 1x1 pixel image). If this image is not requested from the server because images are disabled, then no open will register for reporting.

    Your true open rate is probably slightly higher than your reported open rate. I don't know that it's 25% higher (seems like a lot to me), but I could be wrong.

  • Posted by michael on 5/5/2008 at 4:58 PM Member
    Rachel,

    We average 15-17%

    Michael
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