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What are good open and click-through rates for email marketing campaigns?

Mailchimp says 18-22% is average but I'd love to hear what people have experienced as good and standard email open and click-through rates for both a) marketing blasts emails b) transactional emails - more personalized and don't go to everyone at once.

17 Replies

David Crooke
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David Crooke Entrepreneur
Serial entrepreneur and CTO
It depends heavily on market, content, email hygeine and the quality of the list. I built a SaaS email system used by hundreds of big non-profits ... typical clickthrough rate on a charity email is about 1%, higher for a cause with passion like animal welfare or a rare disease. Open rate is impossible to measure accurately, the 20% sounds high for commercial stuff.
Linda Marshall-Smith
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Linda Marshall-Smith Entrepreneur
Marketing Consultant, Ambassador, Silicon Beach at CoFoundersLab
I agree it's difficult to measure. We have a list where open rate hovers at 30%, because the recipients are extremely interested in the subject matter. It depends largely on that interest quotient and how specifically you are able to match content to readers interests. Typically, anywhere between 15 to 20% is good.
Marc Duke
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Marc Duke Entrepreneur
B2B Marketer focusing on start ups
Depends on industry and context I have heard an average of 1- 2% given and have had much higher rates when audience is more focused. Despite the allure of social email marketing is still a crucial component of any marketing campaign
Mathieu Guerville
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Director of Strategy, M&A & Business Development
It depends very heavily on industry, if these numbers are anything beyond "open rate"it seems very high, even with high quality content and a highly target audience I'd be surprised to see rates of click-thru upwards of 10% and conversion upwards of 4%
Julien Fruchier
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Julien Fruchier Entrepreneur
Founder at Republic of Change
With promotional emails, list hygiene and quality is important. Things like market or industry are not in my experience. What's important is the content of the email, starting with the oh-so-important subject line.

I've had open rates as high as 47%, click through rates in the mid 20's and conversion in the low teens. This is very much the exception. I'm only sharing this because it is achievable. A lot of thought went into these campaigns and there is an element of luck or good timing. I've had my share of campaigns with open rates in the single percentage points, zero click through and zero conversion range.

I would say that 20-30% open, 5-10% click through and 3-5% conversion would be considered extremely successful in today's environment.
Igor Polevoy
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Igor Polevoy Entrepreneur
President at ExpressPigeon
as with anything in email marketing, "it depends". The smaller the list, the higher engagement. If you are only getting 1 - 2%, something is wrong. However, some of our customers sending transactional emails are getting over 90%.
Eliav Cohen
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Eliav Cohen Entrepreneur
Investor and Founder
Depends on where you got your subscribers from. If they are good scrubbed leads are not from a list you bought, a 20 to 25 is good. Are you paying a CPA for leads? What is your conversion to a sale from that open rate?
Jennifer Neal
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Jennifer Neal Advisor
CEO at Formula Done
So standard "cold" list open rates are right in line with the 18-22%. If you're mailing to a warm list or even transactional to those used to hearing from you expect up to 80%. Click through rates vary a lot depending
Mike Rozlog
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Mike Rozlog Advisor
Advisor at TechColumbus
We don't look at opens as a measure, because depending on the system you are using there can be a lot of play in those numbers. The only real measure we have some up with when talking about email is clicks on links... that shows interest and a possible desire.
Christopher Barnes
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Christopher Barnes Entrepreneur
eMarketing Maven - eMarketingwerx
Remember things have actually moved to click thru and click to open rates as a better indicators of great engaged email marketing. Open rate can be suspect and is not necessarily an indicator of an engaged experience with a subscriber. Any click to open rate that is in the double digits ( >10%) is what you shoot for.
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