Greetings,

For the first time, I'm now using a bit more sophisticated tool for emailing to my "house list" of clients, networking contacts, vips, etc. Sending out totally informative articles (nothing commercial) to begin with.

What are acceptable "open rates" for this type of campaign?

With all the spam filters, junk folders, and everyone being ultra-busy is it difficult to "get the mail opened." And what rate should I expect?

18% - 38% - 50% - 75% ????

I'm sure it is affected by how strong the bond is with the list -- for sure. But, thought maybe some of you who are experiened with this might have a perspective.

Thanks...

http://successdoctor.com/cases/401.htm

Small, one paragraph plain text email leading to a web page, 45% open rate. Depending on who's on your list, and if your email has been spamchecked, it could rise up to 60%. (For example, more AOL email addresses on your list will decrease your open rate.) Short HTML email, 25%. Long HTML email, less than 8%.

Thanks, Michel,

So... on a very long HTML article/emailed out (1500 words) I shouldn't really feel too bad about a 28.7% open rate?

I'm checking into how I can send plan text... and I'll probably link to the article online in the future. (Like you do when you post to your blog and announce it, and how Gary Halbet "announces" to his list)

Eh?

Yes, the way I and Gary do it is precisely the best way.

By the way...

The open rate is only an estimate, as plain text cannot be tracked. (The plain text stats are largely extrapolated from click rates from the links within the emails.)

Open rates are always higher with plain text than with HTML, because many spam filters and email software consider HTML as spam, or have HTML turned off. (The latter would skew the open rate results, too.)

So, an HTML email getting 28.7% open rate is pretty good, in my estimation.

Thanks a million!

I think what is missing here is that open rates are not really a measure for your success. They are subjective and high suspect in terms of what really counts. There can be alot of false positives. Focus on click through rates to gauge success. You can have a 75% open rate, but if no one clicks for a desired action, then its a failure.

Great post. This is probably why my thank email after purchase gets marked as spam for some people. I will have to shorten things up a bit.

In the world of troubleshooting, you absolutely have to pay attention to open rates. With low conversions, you could just start spinning tires if you don't make sure your message is getting to users. What's more, even after you achieve a decent open rate, part of your goal should always be to widen that gap...and never allow something to slip through that might close a big sector of your list off.

Good point, Eric.

If you have, say, a 5% clickthrough rate, it means nothing when you don't have a baseline to measure against. 5% of what? 5% of people on your list? Or 5% of people who actually received your email? Or 5% of people who received AND opened your email?

And that's the problem.

If you focused a bit on email delivery to get more emails delivered -- and then opened -- your 5% can ultimately double, triple, or more your sales (or clickthroughs).

Open rates ARE important.

JP -

Here's some more benchmark numbers for ya...

With one of my clients we use HTML emails. So, as a base, on an opt-in they get 38% to 45%. I haven't seen any open rates higher than 45%.

Click through rates run 12% to 38%. Very subject/topical dependent.

There was one email that went viral and had 110% click through rate You only get one of those in your lifetime.

Anyone out there played with formatting an HTML message with text so you get the text look but the tracking capability of HTML?

I think in many cases I'd be willing to give up a stitch of response for the information gained in the HTML.

Your thoughts?