Email marketing metrics - what should I expect?

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An adult is said to make, on average, 35,000 decisions per day. If you chose right instead of left this morning your route to work, your time of arrival, the people you said hello to - everything would be different.

Email marketing is one of those true blends between an Art and a Science. Every factor is an influence and there are no hard rules for what is successful and what isn't.

Typically there are 3 main measured of email marketing success:

  • Deliverability
  • Open Rate
  • Clickthrough Rate

One of the largest influencing factors is what type of data are you sending to? 

This may seem obvious but when sending to 'customer' data on 99% of occasions you will achieve a higher response rate than when sending out to a 'cold' or 'prospect' database.

Your customers are likely to have familiarity with your brand and be open to receiving email communication. 

Listed below are some additional influencing factors:

  • Subject Line
  • Time of send
  • Day of send
  • Friendly from address
  • Sender reputation
  • Email broadcasting platform
  • Source of data
  • Spammy words (free, £££, CAPITALS)
  • Relevance of audience to message
  • Offering
  • Calls to action
  • Frequency of communication
  • B2B or B2C audience
  • News that day
  • The weather!
  • Brand strength 
  • Competitor activity
  • Send volume & speed


What should I expect?

Typically for a B2B cold email marketing campaign, purchased from a reputable source. We would expect this to achieve between an 8% - 12% open rate and between a 0.8% - 1.2% clickthrough rate.

To organically grown data, a mix between customer and prospect we would anticipate these results to be higher. Circa. 20%(+) Open and 3%(+) Click.

 

When done well bulk email marketing is probably the most powerful form of outbound marketing activity. We see campaigns of varying success run on a daily basis and should therefore be well placed to advise.

If you do have any questions or would like some advice on your upcoming marketing campaign please ask your consultant via help@canddi.com or 0161 414 1080.

 

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