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.
Jacob,
Agreed these are three of the key metrics but you need to be looking at a delivery rate of over 95% (ideally in the 98% plus range). Anything less than this means you either have a platform issue or you are not keeping your database clean.
Cheers,
Simon
How to deal with undelivered emails? I usually get 20-30% and would like to reduce it to 5-10%. Database is more or less clean, but I still get plenty of “Mail failure reports”. Will it help if I contact each subscriber personally and ask them to white list/add to address book IP and email?
Hey, nice post, very well written. You should post more about this.
Regarding the delivery rates, obviously these get better the more you use the same data - less bounces, etc. Make sure you remove any hard bounces from your list (most systems do that automatically).
@Elana - it depends what volumes you are dealing with and how you are sending them. Make sure you have all the right ‘anti-spam’ features set up such as Sender ID and Domain Keys.
The click through rate is deceptive - not every email requires a click. We’ve got clients that simply want a reply to their email, in which case the click through rate is < 5%.
Thanks,
http://twitter.com/JamesBloor
Hi there,
The click rate seems extremely high for the email marketing industry.
Very useful formulation.
Do you know what triger the click rate, specificly in credit card industry?
What kind of variables will be helpful in predicting the click rate?
@Grant
Hi Grant, the click rate is = CLICKED / VIEWED, not that high
@Satyajeet Singh
You can refer to my blog, there are some articles talking about the tips of improve the rates, enjoy