What is a good
email open rate?
What is
a good
email open rate?
The question is, “What is a good email open rate”?
To begin, I can say that when the emails include a video, the data consistently shows that video content scores significantly higher engagement than content without video. Someone once asked me, “What is your best email open rate ever?”. If you’re familiar with email marketing, what would your answer be? Would you simply provide your highest open rate ever? Be mindful of the question before rushing to an answer. In (email) marketing, different sectors result in different averages.
The question is, “What is a good email open rate”?
To begin, I can say that when the emails include a video, the data consistently shows that video content scores significantly higher engagement than content without video. Someone once asked me, “What is your best email open rate ever?”. If you’re familiar with email marketing, what would your answer be? Would you simply provide your highest open rate ever? Be mindful of the question before rushing to an answer. In (email) marketing, different sectors result in different averages.
As an example, the E-Coupons industry averages an open rate of 15.22%, while Gambling averages 18.75%. To be clear, I personally haven’t worked email marketing in either of those sectors. However, I have done email marketing in the Marketing/Advertising sector, which generally averages 17.81%. As an example, my best open rate ever on one specific account for an isolated campaign was 38.7% (217.29% higher than that particular industry average) and the overall open rate is 24.4% on that account (37% higher than that particular industry’s average).
Hypothetically, if a campaign from an account in the Gambling industry would have also averaged 38.7%, even with the open rate being the same as its counterpart, you could say it underperformed the other campaign because the Gambling industry owns a higher average. Take note marketing pros, numbers can lie.
As an example, the E-Coupons industry averages an open rate of 15.22%, while Gambling averages 18.75%. To be clear, I personally haven’t worked email marketing in either of those sectors. However, I have done email marketing in the Marketing/Advertising sector, which generally averages 17.81%. As an example, my best open rate ever on one specific account for an isolated campaign was 38.7% (217.29% higher than that particular industry average) and the overall open rate is 24.4% on that account (37% higher than that particular industry’s average).
Hypothetically, if a campaign from an account in the Gambling industry would have also averaged 38.7%, even with the open rate being the same as its counterpart, you could say it underperformed the other campaign because the Gambling industry owns a higher average. Take note marketing pros, numbers can lie.