After you’ve taken your photos, designed your layout, written your copy, and sweated through hitting that “send” button, your next step in deploying an effective email campaign should be analyzing your campaign results. But before you can gauge the success of your email, you need to know which goals should be set.
What is considered a good open rate? How many readers should be clicking through in your emails?
Our Email Benchmarks have the answers you need when it comes to setting and exceeding email goals.
Your first step to sending emails might be setting goals but before you can do that, you need to have email addresses to reach. Whether you are capturing new leads through an online form or in-store at checkout, your email capture rate should be at least 63%. Not sure how to collect those leads? Here are some ideas:
Now that you’ve gathered your email addresses for your send list and have crafted an awesome email (by the way, we can help with that), you can press that magic button to execute your campaign and prepare to watch the results roll in. But what results should you be hoping for?
Email open rate is calculated by total emails opened divided by total emails delivered (emails sent minus emails bounced). To get an accurate result, be sure to allow your readers at least three days to access and open your email. Once you’ve given your readers time to open and read their email, your open rates will vary based on what type of email you sent.
Open rates for emails sent to your full list, also known as a “full send”, should be at least 15% to be considered successful. Your automated emails that are deployed to audiences based on their actions should have a greater open rate since those emails are generated by actively engaged customers who have recently interacted with your store through behaviors such as a purchase made or subscription to a list. Those campaigns should ideally have an open rate of 25% or higher.
Are your results measuring up? There are several methods to increasing open rates such as the methods below:
Emails are made for more than just being opened. Your reader should click through the emails to visit your website, read a blog post, or ideally, make a purchase.
Just like open rate, email click rates will vary based on your audience. On a full send email, you should aim for a >0.9% click rate, and >5% on an automated campaign. To increase those click throughs, you need to provide links and buttons on which your readers can click.
Below are some examples of how you might encourage readers to visit links within your emails:
Instead of casting out a wide net and hoping to catch an interested reader, aim directly at your target by utilizing their online and in-store behavior.
As we mentioned, open rates for automated emails that are deployed based on customer behavior are significantly higher than those of full list sends. Emails triggered by customer actions, such as a welcome email sent following their subscription to the email list, or a two-week check-in message sent 14 days after their purchase are more likely to be opened since that message is meeting customers exactly where they are.
Are you currently deploying campaigns like these? If not, we’d be happy to talk with you more about why they work and how to get started with them.
Whether your email metrics are already measuring up where they should, or you are currently struggling to come up with content and ideas to make your campaigns successful, Upper Quadrant is here to help you understand how to garner actional insights from your data. Through our propriety data cloud and industry analytics platform, UQ Cadence, useful benchmark and datapoints can be delivered straight to your inbox each week. Start measuring your email performance and make data-driven decisions to create more customers, more often.
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