Current email marketing automation response rates show an open rate of 24.88%, with 4.06% of openers clicking through. Also, deliverability rates top off around 82%. However, Gazella WiFi statistics boast almost double these results, with an average email open rate of 41% and a click through rate of 8.1%, as well as a 98.7% deliverability rate.
So, let’s look at some of the different aspects of email marketing, and how they’re defined.
What are Open Rates?
Email open rate refers to the number of subscribers who have viewed the email. The rate is determined by dividing the number of messages opened by the number sent, minus those which “bounced”, or were sent back. A recent survey by Mail Chimp of over 1000 companies showed an average open rate of 20.81% across all types of industries, with the largest open rate being for hobby industries, at 27.35%, and the smallest for daily deals and e-coupons, at 14.92%
Some proven ways to improve open rates are:
- Create engaging subject lines. This is proven to be by far the most effective strategy to get clients to open an email.
- Write with a one-on-one writing style. Your message should be written by one person, for one person. An mass email sent from a mammoth company is far less approachable, and is less likely to be opened.
- Set a time when your emails will be sent. For instance, late morning and late evening seem to have the greatest number or opening
- Be deliberate with your preview text. 24% of people decide to open an email based on what the text in their inbox is saying.
- Format your emails for mobile. As over 50% of emails are read on mobile devices, it’s common sense to make sure your messages are as readable as possible in this format.
Email Marketing Automation Click Through Rates
From the number of people who have opened an email, your click through rate measures how many people have clicked on a link contained in the message. This one is important because it’s really the one that can most directly affect business. The average click through rate across all industries is 2.43%.
Likewise, aside from getting folks to open your email, there are a few other tricks you can do to ensure that readers will click on your links.
- Pay attention to formatting. Many opened emails are abandoned and unread if the format is not inviting. This is especially true for mobile users.
- Be sure your content is well written and engaging.
- Invite feedback. This can be a great way to increase the customer’s trust and build a relationship. Social media buttons can also include special offers and sales with time limits and/or a countdown.
- Try to keep emails infrequent.
- Segment your mailing list. This gets into the area of targeted or triggered email marketing.
Click through rates can vary greatly depending on whether you’re sending triggered emails, newsletters, or email blasts.
Email Blasts, Newsletters, and Triggered Emails
In the early days of email marketing, nearly all messages were in the form of an email blast. This is the one-to-all form of messaging that these days can all too often be written off as spam by its recipient. A blast is sent to everyone on the mailing list, regardless of the email content.
An alternative to the blast is the email newsletter. A newsletter does not directly market any goods and services to readers. Instead, it serves as a powerful tool by giving helpful and engaging content to consumers, and creating a strong customer bond. However, there may not be as many opportunities for clicks with this type of email.
When it comes to click through rate, triggered emails have shown to have a 70.5% higher open rate than blast email marketing. Consequently, this is a far more individual approach which sends an email to a customer after they perform a specific action. Examples of this would be:
- welcome email after customer sign-up
- abandoned cart email to remind a customer to complete the purchase process
- birthday coupon sent on a specific date
- thank you sent after a customer’s last purchase
- win-back message for inactive customers
Triggered emails are one of the best ways to ensure customer retention, as the correspondence they receive from you tends to be relevant without being excessive.
Every so often, emails which are sent are never received. The likelihood of a message reaching its end point is measured by deliverability rate. A higher rate means a higher chance of email servers seeing a message as valid. When your deliverability rate is high, usually it’s because your bounce rate is low. Often, when emails bounce back it’s because either the user or the server thinks the message is spam, and not because of any error in the sender’s address. Improving deliverability involves some tweaking, such as:
- Maintaining a dedicated IP address.
- Authenticating your email domain.
- Keeping email titles original and “un-spammy”.
Ensuring your email recipient addresses are spelled correctly.
Schedule a demo to find out more how to nearly double your current email marketing lists, open rates, and click through rates.