Clients often ask us what is a good open rate for marketing emails. There is no simple answer to this because it depends on the industry,
company and recipient list. As a general guide you can expect an open rate of between 20% to 40%.
Measuring the open rate is not simple either. Usually it is done by counting the download of an image contained in the marketing email.
However, this is not entirely accurate because some email clients (e.g. MS Outlook) do not download images by default and some emails will be
read in plain text. However, it does give a reasonable guide.
Measuring Email Marketing Success
You should decide what is going to be the measure of success for your email marketing campaign. This is usually going to be enquiries or orders.
Marketing emails can contain tracking that enables you to count the number of clicks, enquiries and orders that result from your email marketing campaign.
As with the open rate, the number of clicks you can expect from an email marketing campaign varies depending on industry, company and the quality
of the recipient list. As a general guide you can expect between 2% and 15% click through rate.
This means that for every 100 people who open your email, around 15 would click a link through to your website.