Open Rates and Click Rates
Creating an Email Marketing campaign is hard work. You come up the idea, write the content, take pictures, create the email, put together a great list of emails and send it out. After you send out the email, you start tracking the results. One day after you send out the email only 25% of the people you sent to opened the email! What the heck? Well that campaign clearly didn’t work, right?
Wrong! The first thing you need to understand about email marketing is that way less than half of your emails are going to be opened. In fact on average, for a small business, a 25-30% open rate is fantastic! In fact, average click rates (the % of people who open the email that actually click on the content) are even lower! The average click rate for small businesses is a very low 2.7%!
How then are you expected to to get a return on investment with numbers that low? The first thing you have to do is get over the fact that your open rates and click rates are so low. If you look at these numbers logically, you can see how email marketing pays off!
Lets say you have an email list of about 3500 recipients (This is the median small business email list size). You send out a email and recieve a great 27% open rate. That’s 945 recipients who have opened your email! From this if about 3% open your email, that’s about 30 people who click on your offer! If you can convert 50% of these people in to sales, that’s 15 new sales from your email. Compare the sales in $ from the email to the amount it cost for you to send it and you’ll see that’s a really good return on investment!
There are a number of factors that can change your open rates and click rates, including: time of day and day of week the email was sent, the subject line of the email, the calls to action in the content, and the type of business you operate. Experiment with all of these, try new subject lines, different times to send them and new calls to action to find the ones that work best for your customers!
Finally, if you want even more return on your investment, the easiest way to do this is to increase the size of your email list! Sending to more people means more people opening your emails, more people clicking on your content and more people buying your products and services! Do anything and everything you can to bring in new subscribers and you will see your return on investment per email shoot up! Check out tomorrow’s post for some great ideas for increasing you list size!