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An open rate is the percentage of people who opened your email from the total that received it. According to a Hotspot study, analyzing more than twenty five million emails across twenty eight industries, the average open rate was found to be 32% with marketing and advertising companies having the lower email open rate and arts and entertainment, construction, human resources, legal & government and real estate having the highest open rates. According to a mail chip email marketing benchmarks study of its consumers, the average open rate was 20.81%.
If you have a good open rate, it usually means. A) Your subject line resonate with your audience. B) Your audience is familiar with your name and brand. C) They associate your brand name with an emotion or value.
Your click through rate is the percentage of people who clicked on link in your email from the total number of people who opened it. The click through rate reveals how people are responding to the content of your email, if they find your content relevant enough to click through for more. The same mailchimp email marketing benchmarks study saw average click through rates of 2.43%
It is easy to get lulled into a false sense of security because some starts and metrics give an inflated sense of reality. What if you get a 50% open rat but no click through to your sales pages or to your content?
Is the email poorly written?
Is the call to action clear?
Was it badly timed?
Is the email distracting?
Are too many topics in your email?
So engagement is a good sign but do not let that full you into a false sense of security.
Do they take action?
Do they click through on your emails?
Do they just open them?
Are you increasingly getting more sales as your list grows?
