WHAT IS A GOOD EMAIL OPEN RATE?
Or should you even care about email open rates?
The #1 reason for false email open rates lies with Apple’s introduction of AMPP (Apple Mail Privacy Protection). AMPP is a new Apple feature that prevents email marketers from accurately tracking email open behavior. Apple does this by pre-fetching the emails as a security protocol. As a byproduct of this new change, AMPP makes it appear as if the user opened the email on many Apple devices. And since about 60% of email addresses are checked from an Apple device, one can see why email open rate reports are futile.
Not only Apple, Google devices are also beginning to offer prefetching options to their users. And certain Spam filters are also beginning to prefetch emails … thus causing false positives in email open reports. Bottom-line, email open rates are not an effective metric.
Email Click-Through Rate is the new critical email metric.
What is a good email click-through rate? First, before diving into this email metric, note that this article focuses on prospecting email campaigns … an important point as email campaigns to customers or past inquirers will always generate a significantly higher email CTR than an email campaign to prospects … people that have never heard of your company.
What is a good email CTR when using a “prospecting” email list? Answer: The average email click-through-rate is 1.5 to 3.5 percent … for a “prospecting” email campaign. Have caution with any salesperson that promises email click-through rates that are significantly higher.
On a side note, a 1.5 to 3.5 percent email click-through is good when compared to a campaign from the Google Display Network … or even a direct mail campaign … the latter having the major advantage of nice glossy tangible offer.
Can a 1.5 to 3.5 percent email CTR provide a provide return-on-investment? For most companies email marketing can absolutely provide a positive ROI! The degree of email marketing success is driven LTV … the lifetime value (LTV) of the average customer. This link shares more info on this topic.
In conclusion, the email open rate is no longer a valuable metric. The email click-through rate is the most valuable metric. Thus, the primary goal of a prospecting email campaign is to generate clicks, and the #1 way to generate clicks is with an irresistible email offer. Present an email offer that the email recipients cannot resist. This link shares more info on this topic.
BIG BENEFITS FROM DMDATABASES: Our email campaigns offer an email click-through rate guarantee. This unique guarantee is predicated on offer, creative, and other variables. Another benefit of our email campaigns is that we can provide valuable contact info (full name, postal address, email address) of the email recipients that clicked … giving you the opportunity to convert the clicks into customers! And another huge benefit is that we can provide a 100+ page Profile Analysis of the email recipients that clicked; this analysis will provide valuable insights about the type of people that are clicking on your offer. Complete below form to learn more.
Best email offers for a prospecting email campaign: Click Here
Myths about buying email lists: Click Here
Why buying a business email list is a good idea: Click Here
15 rules to follow when buying email lists: Click Here
Why you should avoid scraped business lists: Click Here