Re: Opt-in Emails Opened & CTR
BOB FIDDLER <bobf_at_fiddlergroup.com> WROTE:
> We recently began executing an opt-in email campaign
> for a small b2b client using a reputable third-party
> opt-in email vendor. We were surprised when we got the
> first two day's results and saw that of 5000 double
> opt-in emails sent, only 965 were opened--less than
> 20%! I've done a fair amount of research and have not
> seen any average figures for emails getting opened;
> does anyone know if 20% is unusual. Seems awfully low
> to me. Is there a norm? Of those that were opened, we
> saw about a 10% CTR, which is encouraging, but when you
> factor in the rate of opening the total CTR is under
> 2%--not good at all. Obviously we can look more closely
> at the lists we bought, but beyond that does anyone
> have any wisdom to dispense? Is this story unusual? Are
> opt-in recipients already beginning to ignore their
> email en masse?
Hi
I'm not sure, but I think this is probably ok for
rented opt-in lists. I would be interested if anyone
has an average figure for opt-in house lists as opposed
to rented ones? I imagine that the open rate should be
higher if I am emailing my own customers.
Also, does anyone know whether average industry CTR
rates mean visits or unique visitors? This can make
quite a difference to my own results but I don't know
what the average industry figure is referring to.
Finally, I presume that the CTR is measured as a % of
emails sent, not of emails opened?
Thanks,
Ann O' Donnell
ann.odonnell_at_yac.com
http://www.yac.com
Received on Thu Nov 09 2000 - 15:04:32 CST
