Emailcenter
have compiled statistics from the campaigns we have sent
in the last 6 months to give you an overall set of targets
to aim for.
Bounce
Rates
Best Practice: Less than 5%
Good 10%
Average 15%
Poor 20% +
How
can I improve upon this?
-
Re-visit
your data collection methods
-
Verify
your email addresses before you send them
Unique Open Rates
Minimum 28%
Average 36%
Good 45%
Excellent 50% +
How
can I improve upon this?
-
Standardise on a ‘From’ name and address that
customers can easily recognise
-
Test
different subject lines to see which has the greatest
impact
-
Consider
sending your emails on a different day or at a different
time
Unique click-thru rates
Minimum 5%
Average 10%
Good 14%
Excellent 18% +
How
can I improve upon this?
-
Position key call-to-actions in multiple locations within
the email message, with a particular emphasis on the ‘above
the fold’ section
-
Send
more targeted content to your individual segments –
no-one is clicking because the content is not relevant
or interesting
Unsubscribes
This should be kept below 0.5% as a general rule. The average
unsubscribe rate is around 0.3% per email campaign.
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