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Email Marketing Open Rates.

February 1st, 2007

Email open rates always come up when you discuss email marketing. Many companies take an open rate way too seriously. For instance a client may run an email marketing campaign, see that the open rate was only 25% and say “I’m never doing this again.” Many clients don’t realize that their are a huge variety of factors that come into play in email marketing. The first and foremost problem is usually the list. An aged list which is often the list supplied by the client is of course going to have a low open rate. People can change their email addresses or lose interest in your company over time. Things like subject lines and sender fields also can have a huge impact on the campaign. Many times a client wants a certain subject line against your advice and then receives a lower open rate. Many companies and clients still don’t see the value in email marketing because of the sometimes low open rates. The solution here is conversion tracking. Don’t worry so much about your open or click through rates rather worry about your conversion rates. Where are you sending email readers after they click through the email. Are they being sent to the main page of your website or a custom landing page tailored to the email campaign? Email campaigns are typically not any type of huge investment. If you track your results using something as simple and free as Google Analytics I think you will see a great retuen on investment when it comes to your email marketing campaigns.

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Entry Filed under: E-Mail Marketing