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abertawe2
Joined: May 11, 2005
# Posts: 19
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Posted: 2005-Jun-22 15:14
I am now doing my research on email conversion rates but just want to gauge what averages people are getting.
I work in the magazine subscriptions industry (could also count it as Gift industry as well) and the conversion rates are as follows (to date)
Open rate of email is 26%
Click thru to site from email is 6% (This percentage is calculated between the open rate and the click thru)
Conversion to sale from the click thru rate is approx 4%. (This percentage is calculated between the ctr and purchase)
Are these figures, well average, good or a disaster. Does anyone have any resource figures or their own which would give me an indication if we are going in the right direction.
Cheers
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horaland
Joined: Jul 14, 2005
# Posts: 1
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Posted: 2005-Jul-14 16:22
From my experience I would say those were slightly above average.
Open rates can be misleading as it may just be that the email appeared in the recipients preview paine in outlook.
Click through and converstion rates all depend on the quality of the list you are using. If this was a double opt in list the results are poor, if its a bought list they are excellent.
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mfitzgerald
Joined: Aug 02, 2005
# Posts: 1
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Posted: 2005-Aug-03 04:55
Hi. I'm the CTO of an email service provider called Email Dynamics. I can share the conversion rates that our clients are experiencing. As mentioned by horaland, the results you can expect vary significantly depending on the nature of your list and your email campaign. Rates should be significantly higher for a list you have acquired on your own than for one that you have rented. We typically deal with clients who maintain lists of their customers, so our results are skewed accordingly.
Open rates vary significantly: 5-50%
Preview panes will artificially increase this number. Content that sets off spam filters and causes your email to land in the Junk bin will sink this number. For lists with paying customers, closer to 50% is very common. Rented lists often yield open rates in the single digits.
Click-through-to-Open (CTOR) rates have a similar variance. We often see rates ranging from 5-25%. Again, this varies based on the nature of the list and the content of the email.
Another variable that affects rates is the makeup of the list. B2C lists (with large hotmail, yahoo and aol percentages) will generally yield lower results than will B2B lists.
I would say that your rates are decent, but they can always be improved. If you use an email service provider that will break down your conversion rates by ISP, then you can identify places where you're emails are being delivered to the junk bin, or a preview pane is artificially inflating opens, and you can begin to address your weaknesses.
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