Whats a Good Open/Click-Through Rate?
Unlike direct mail, where a 2 percent response rate is considered good, hard-and-fast benchmarks don’t really exist in email. That said, here are some guidelines: * Open rate. This really varies, primarily based on the list you’re sending to and the sender and subject lines. Open rates are also affected by wider use of spam filters. If your newsletter isn’t delivered to recipients’ inboxes, it won’t be opened. Opt-in News recently reported a 69 percent average open rate for opt-in business-to-business (B2B) email newsletters. In general, 60 percent or higher is considered excellent. I see a unique open rate (counting one open per unique email address) in the 70 to 75 percent range for my newsletter. My total opens usually run around 150 percent (this counts each instance of an open, so includes people who open it more than once as well as pass-along opens). If you’re seeing a unique open rate under 50 percent, you probably want to work on increasing this metric. * Click Through Rate (C
