Tips to improve the 3 Magic Number of Email Marketing
What’s the 3 Magic Number of Email Marketing?
It’s Deliver Rate, Open Rate and Click Rate
Deliver Rate = DELIVERED / SENT
The industry benchmark is from 70% ~ 90%, base on the quality of your database and subscriber list.
Tips: When your Deliver Rate is lower then benchmark
1. Improve your database quality by DM, or phone call to qualify the profile of customers
2. Consider to change to a better ESP (Email Service Provider), some of ESP have better deliver rate
3. Do not spam your client. Never!
Open Rate = VIEWED / DELIVERED
The industry benchmark is between 10% ~ 20%, base on the email subject line is attractive of not.
Tips: When your Open Rate is lower then benchmark
1. Adjust your Email subject line. Refer to my ‘8 Tips to write ‘eye-catching’ subject line‘
2. Segment your sending list, use different subject line to different segmentation.
3. Highlight the call to action in Subject Line
Click Rate = CLICKED / VIEWED
The industry benchmark is around 10% to 40%, base on the relevance of email content with client’s expectation.
Tips: When your Click Rate is lower then benchmark
1. Make your email layout / design professional
2. Call to action is attractive
3. Segment your sending list, send different content to different clients which they may more interest in it.
