Clickthrough rates can vary depending on a variety of things

[gafimiv406]

Emails are a powerful marketing tool, but how do you know which response rates are good? What kind of open rates should you have? Is an unsubscribe rate of 2 percent bad? These are all valid questions. Plenty of people just like you wonder about the same things so we’re going to break down email marketing benchmarks to help you gauge your success.

We’ll define each metric, give you an average to shoot for and, with the help of online supplement retailer, Russell Lundstrom, we’ll give you some tips to get your stats where they should be.

Open rates

Average: 18-25%

Definition: An open rate is the measure of how many people on an email list open or denmark phone number list view a delivered email.

The average open rate for commercial emails sent in the United States is 18-25 percent. The average person gets about 150 emails a day, so an open rate hovering around the high 20s is good. For non-profits the average open rate a bit lower, between 11-16 percent depending on the type of email and organization.

Tips to boost open rates:

Subject lines play a critical role in your open rates, so take the time to craft a subject line that intrigues your readers. If you need some subject line inspiration, check out this previous post.

The day of the week and time you send your email can also impact open rates, think about your audience and when they’re most likely to be opening your emails, and target your sends then. Testing parts of your email can have a big impact open rates and engagement, for more ideas check out this blog post.

Clickthrough rates

Average: 2-8%

Definition: A clickthrough rate is the percentage of people who open a delivered email and click on at least one link in the email.

Each email you send should have some sort of clickable call to action. Whether you’re directing customers to make a purchase or read a blog post, getting customers to not only open an email, but also click on a link is a positive step in engagement.