I know that open rates should be compared to your own since only your subscribers act the way that they do. However, if you were forced to provide industry open rates where would you find them and how would you interpret them?
I found this, but was not sure if that would be the way to go?
Thanks in advance!
This report from MailChimp is a pretty great way to quickly compare industry benchmarks:
Jason - As usual you provide fantastic information! Thanks so much! VW
Hi Jason, do you know when it was published? I'm trying to find what period of time is it based on but I haven't been able :S Or do they update the data there? Thanks!
According to Fabio from MailChimp - it's only about 2 months old.
Rough rule of thumb: if you're around 20-30% with a 'large net', you're doing ok.
Doing a special segmented list with a topic aimed at that segment's particular interest can bring that open rate way up. Recently, we sent out a campaign with a 55% open rate(the actual campaign and segment was targeted for a very specific local event that the segment expressed interest in learning more about earlier).
The follow-up to that campaign(a thank-you for booking to said local event with follow-up information) saw an 87% open rate. Again, keep in mind these are examples of a very very specific use-case.
I'd be weary of anyone that promises open rates over 30% in 'large net' campaigns.
Those rates look about right to me Benjamin. We see the same with our customers (who are mainly B2C): A good open % for fairly broad segments is around 25%, but for very targeted campaigns we're seeing 50-60%.
For me though, clickthrough rate is a much better indicator of relevance. If subscribers are opening emails but not seeing anything of value in them, it won't be long before they stop opening...
To provide the client some general data before we can test their own mailing list, I've been using this benchmark for the last year: http://www.silverpop.com/Documents/Whitepapers/2013/WP_EmailMarketingMetricsBenchmarkStudy2013.pdf
But I'm also looking for new studies and benchmarks that can help with this. It would be great if we could put together all those useful sources!!