Internet Marketing

What is a good "open rate" for an email marketing program?

  • Ellen Reply

    Can't remember where I found this data, but I read somewhere that an open rate of more than 40% is considered above average.

    04/03/12 at 09:58 PM
  • Spence Reply

    That rate seems far too high for an average Ellen - if that is what you are getting all power to you. I thought I was doing great with 25% - 30%, and a click through of about 3% - 5%

    It got me thinking so I checked: You may have heard of MailChimp and they have some statistics there per industry and the software and web industry manage:

    Open Rate : 15.57%
    Click Rate : 2.49%
    Soft Bounce Rate : 1.88%
    Hard Bounce Rate : 3.06%
    Abuse Complaint Rate : 0.11%
    Unsubscribe Rate : 0.39%

    04/06/12 at 10:23 PM
  • Adam Reply

    Yeah. That seems WAY high Ellen. Can we check a few more sources for benchmark data. I know Chad is always happy with our 20%.... meaning, the average is probably way lower.

    04/07/12 at 08:49 AM
  • Ellen Reply

    I thought that seemed high too. I looked at mailchimp and some other data and it's really all over the place, depending on the industry.

    04/11/12 at 10:40 PM
  • Chad Reply

    List quality, list relevance.... If you send stuff to a house list (people who know you), expect a high open rate. If you are prospecting, renting a list or something where people don't know you as well.. then open rate will be lower. So, I would say there is no one benchmark but probably many benchmarks based on the type of list you have.

    04/11/12 at 10:52 PM
  • Adam Reply

    Good points Chad... So if you buy a really spammy email list, your open rate will be under 3%... But if you build your own in-house list very carefully, targeting people who really want to hear what you have to say, you might be in the 25% open rate range.... That's my take away.

    04/12/12 at 09:43 AM
  • Chris B. Reply

    I found this study that breaks down open rates by industry: 2011 Email Marketing Metrics You'll notice that the open rates vary greatly depending on which market you are targeting.

    04/23/12 at 04:25 PM
  • Chuck Reply

    I get the open rate on my email campaigns but how do I track my click through rate on those campaigns? Does our dashboard track those?

    04/26/12 at 01:47 PM