The most dangerous client to answer this question for is inexperienced in e-mail marketing. For them when you quote them your open rate, typically around 25%, they go into shock, “How do you expect me to buy an ad on media where a majority of subscribers don’t look at what you send?”
As I’ve discussed in previous posts, this is an objection you can overcome. But for inexperienced clients, getting them used to the idea that your open rate is not a marketing outrage might be the first step.
Here are two sources that can help.
First, a page from the e-mail Marketing Reports website that quotes a typical 25% open rate in a credible document that you can take with you on a call:
“Now if you have no time at all, pin me against the wall and threaten to kill a kitten if I didn’t spout a number, I’d tell you that the average reported open rate for a typical, reasonably targeted marketing e-mail to an opt in list is around 25%. (Don’t quote me though.)”
Second is a great chart from the website Campaign Monitor(above) which puts e-mail newsletter open rates into perspective.
On a call.
Use these documents to reinforce the idea that newsletters can be very effective even at these open rates. Then, sell the unopened circulation as I described in this previous post:
Do you have an ideas of what a "typical" open rate for a content publisher newsletter should be? If you do, please share with a post!