Benchmarks for
Optimizing your Email Campaign
An email campaign is a sequence of marketing efforts that contacts multiple recipients at once. Email campaigns are designed to reach out to subscribers at the best time and provide valuable content and relevant offers.
Not all of the emails that you send will get seen by your customers. Most of them are not even going to see those emails just because of the way we read emails and how quickly people go through their inbox and just delete without opening.
You should expect:
- 10-20% open rate. That means that the customer just looked at it, but they didn’t click on any of the links, visit your website, or watch your videos.
- 1-2% click rate. That means the customer opened the email to read it, and clicked something on there to engage with it.
- If you send out 1,000 emails, you can expect 100 – 200 opens (views) and 10 – 20 clicks (site visitors, downloads..etc).
- You’d need to have a pretty decent sized list to move the needle.
Measuring and Optimizing Email Campaigns
When you start sending out emails, the system is going to tell you how many people are opening and clicking. This is data that can help you optimize.
Have a look at the data to determine what’s working, and what still needs work.
A low/high open rate will tell you which subject lines caught your customers’ attention, and which ones they were not receptive to.
A low/high click rate will tell you if the content of your email was effective.
Use the numbers to know what your customers like, and what to work on further.
Using the data, you can make adjustments to your next emails and see if those garner better results. Within a few weeks, you should have a better feel of your customers preferences enough to start moving the needle.