Internet marketing has become more in-demand as it provides a better rate of success without shelling out a huge amount of money. One of the most applied internet marketing is the use of email. Sending the customer an email is a faster way to promote a product, or to inform the latest updates about the business. However, the impact of email marketing is usually taken for granted. After a huge email blast, most companies would just wait for replies or sales progress. The effectiveness of email marketing may be measured by computing the open percentage. This is to determine the number of people who actually viewed the email so the marketing strategy can be evaluated further. Here is the formula:
Open Rate = Email Opened/(Emails Sent — Bounces)
An open rate measures the impact of the email marketing. For example, a business wants to introduce a new product by promoting it through an email blast. The email blast is sent and the rate is computed via the formula. A 20 percent rate means that out of 100 emails sent, 20 individuals actually opened the message. A 20 percent is a low-average point, but getting somewhere at 40 percent is already acceptable.
An 80 percent rate may be impossible to achieve but it does happen at one point or another. A 50 percent rate is a good number, considering the fact that most people do not read their emails due to various reasons. Here are the common open percentage of different email marketing:
20% – Insurance, technology, publishing and marketing
30% – Education, Health, Photography
40% – Religious, Art, Government, Travel, Non-Profit
50% – Manufacturing
The open percentage varies from time to time. In fact, there is no actual benchmark to specifically determine the right open percentage. The above list is just the typical rate that most experts observed over time. This can be used to see the potential of the business’ email marketing campaign before actual delivery. However, there are trends that should also be considered.
Most experts say that when the list goes up, the open percentage may possibly fall over time. This is due to the fact that most businesses are now geared towards having personal relationships with their customers and so the customers are filtered in a conservative number.Â Organization, non-profit establishments and communities usually have a high open percentage as the number of advocates increases especially when it allows open interaction among members. Email topics with specific purpose have a high open percentage as compared to those with general topics.
In order to achieve a higher open percentage, there are many ways on how to do so. Like any other marketing campaigns, the subject lines must be catchy and specific. Try to be unique and interesting without getting overboard. It is also good to see the time of sending the email. If the target market is within the career-oriented people, it may be a good move to send emails on a Friday afternoon or at low peak working hours.
Determining the opening percentage of email marketing is truly effective especially when the business knows how to evaluate its outcome. This is by determining the possible percentage of success, and actual measurement of customer response.