Blog challenge 80/99: Measuring the success of your company newsletters

Here is an interesting read from one of the leading email marketing software providers - Mailchimp. If you have an email marketing strategy, included in this should be the analysing of data. Open rates, click through rates and bench marking are all important and can be extracted from most email marketing software.

The below link gives you access to the industry benchmarks for email marketing Mailchimps data base. Have a look and see how your business is performing against the industry standard.

From the Mailchimp website:

Mailchimp sends billions of emails a month for millions of users. Needless to say, we track a lot of data. So we scanned hundreds of millions of emails delivered by our system (where campaign tracking was activated, and where users reported their industry) and calculated the average unique open rates, click rates, soft bounces, hard bounces, and abuse complaint rate by industry.

We only tracked campaigns that went to at least 1,000 subscribers, but these stats aren’t pulled from a survey of giant corporations with million-dollar marketing budgets and dedicated email-marketing teams. Our customers range from 1-person startups to Fortune 500 companies, so the whole spectrum is represented in this data.

Open rates are one of the best ways to tell whether your email strategy is working. This number shows what percentage of your audience opens the emails you send them. If you have a great open rate, it usually means your subject lines resonate with your audience.

Here are a few examples of successful open rates:

  • The most opened emails are related to hobbies, with an open rate of 27.35%.

  • Emails sent by government entities come in second, with a 26.52% open rate.

  • With a 26.03% open rate, emails about the arts and artists came in third.

  • The average open rate for all industries we analyzed is 20.81%.

Another good way to check how well your emails are working is to take a look at the click rates. The click rate is a percentage that tells you how many successfully delivered emails got at least 1 click. This number shows whether or not your audience finds the emails you send relevant enough to click through for more.

Here’s what standard click rates look like:

  • Hobbies also have the highest click rate, which is 4.78%.

  • Media and publishing emails see the second highest click rate, at 4.55%.

  • Government comes in third, with a 3.65% click rate.

  • The average click rate for all industries we looked at is 2.43%.

If you need help with an email marketing campaign or company newsletter, feel free to contact us. Email marketing is highly under rated as a marketing tool and can be used as an effective method of communication with your clients and potential customers.