In the United Kingdom B2B sales, sport & leisure and charity have the highest email marketing open rates. In the US it’s education, consumer products and financial services.
But, in Australia the Government and Defence, Accounting and Administration sectors hold the record.
Think about how many emails you get every day. How many of those do you actually open?
As a digital communications agency, we are often engaged to write and market relevant and interesting content for clients on a variety of topics. And, as expected, our clients want some kind of feedback in terms of open rates and click through rates as a way of measuring their return on investment.
In a digital environment it’s much easier to measure the success of marketing campaigns but sometimes clients are shocked to find that usually their emails are only opened by 20-30% of recipients.
These figures may seem low, but realistically they are on the higher side of global email open rates.
For example, In Australia, the average email marketing message is opened by about 22.5% of people, compared to 19.7% in the US and 21.5% in the UK.
Click through rates, where people click hyperlinks within the email, are even lower with an average of 4% of recipients clicking through. In the US, the average click through rate is 3.6% and the UK stands at only 3.16%.
So, with people receiving hundreds of emails a week, it’s essential that you craft your email marketing campaign to stand out from the crowd.
Here are our top seven tips for improving your open rate and getting your message read and actioned:
- Offer deals and discounts
- Try not to use spammy language such as FREE, BONUS, WIN etc.
- Don’t send emails too often (any more than once a week is too often)
- Keep your emails short and use images to break up text
- Provide a link through to your website for every picture, logo and mention of your business
- Include a call to action
- Put your business’ name in the subject line. Email marketing website MailChimp found that emails with the best open rates (60%-87%) included company name (often accompanied by “newsletter” or “update”)
And what sectors have the lowest email marketing open rates? In Australia it’s sales/marketing, science/technology & construction and IT. In the USA it’s IT, Travel/Leisure and Media/Publishing and in the UK it’s IT, events and legal.
Check out our infographic about global email marketing open rates and click through rates and if you need more help get in contact.
This blog post was compiled with information from the following sources vision6.com.au, silverpop.com, sign-up.to.
