Are industry email open rates exagerrated? (19%, 27% and so on)
I keep seeing industry open rates (from Mailchimp and others) of 19%, 27% and so on, yet in all my work for small tech companies I typically see about 11% on average. Are these figures exaggerated? Or do my clients just have shitty open rates?
Email open rates are indicators of how good your email
campaigns, as a marketing strategy, are doing. It is one of the most important
performance metrics in the email marketing space.
Alongside email open rates,
other email marketing metrics include: clicks inside the email, the number of
people unsubscribing from the email service, forwarded complaints arising from
your email marketing, as well as the number of people who actually forward your
marketing emails to their friends and colleagues.
Email open rates are calculated by dividing the number of
unique opens, by sent emails minus number of bounces:
Open Rate =Unique
Opens/(Number of Emails Sent – Bounces)
Now let’s see the average industry email open rates. While
this statistic varies from industry to industry, there are a couple of factors
that will come into play in arriving at a specific rate and a more accurate
answer depends on your industry.
Across all industries, MailChimp reports an
average open rate of 22%, (25% in the last quarter of 2016) see Experian's Benchmark. However, by industry, MailChimp reports that hobby industries have a
higher open rate (28.49%) compared to marketing or advertising industry’s
17.85%. The difference is significant which can be explained in the nature of
the industry’s intrinsic ability to appeal interest from a targeted user.
Most of the big email providers in the industry have an
automated feature to measure the open rates for marketing emails. Owing to the
reason that open rates differ by industry and that the rate is auto calculated
by the provider, the metric does not seem to be openly exaggerated.
So if you want to benchmark your performance, comparing it
to industry specific figures as opposed to general open rates will yield a
better view of the performance of your marketing efforts. Benchmark and monitor
your own email open rates to establish a pattern and your own metric.
marketing operations that target mobile devices obviously tend to perform
better since most people open their emails on mobile. Google reports that 75%
of Gmail’s more than 900 million users access their accounts on mobile devices.
33% of emails were opened from an iPhone while Google’s Gmail was second to the
iPhone accounting for 15% of those opens.
This shows that while the industry open rates could be open
for exaggerations, the technique used to identify targets and execute the email
marketing campaigns account for the differing industry open rates by sector and you might need to look them up to leverage your marketing efforts.
Therefore, the email open rates vary from 17% to 35%,
depending on sector and individual marketing efforts and techniques and thus
the rates are just an estimation based on industry clusters and do not
determine the result you will obtain from your marketing but rather act as a
benchmark to improve your own email open rates.