What is your e-mail newsletter open rate? More marketers are asking this question when you sell them an e-mail newsletter ad or sponsorship.
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:
Beat the “low open rate” newsletter objection
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!
for inexperienced clients, getting them used to the idea that your open rate is not a marketing outrage might be the first step.
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marketers are asking this question when you sell them an e-mail newsletter ad or sponsorship.
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Posted by: Lenovo IdeaPad S9 | November 27, 2011 at 11:47 PM
Randomly sometimes I do open it but most of the time I delete it without even opening them.
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Posted by: Inversiones en petroleo | May 11, 2011 at 10:47 AM
Great post! What I do sometimes is that I tag them as spam so I will never have to see them on my Inbox but there are still those whom I take time to open and read, somewhat like interesting stuffs like health. Thanks for sharing!
Posted by: Internet Marketing | February 02, 2011 at 02:51 PM
The blog has a full of information which I have been looking for and not only this it also helps us in getting the correct facts and figures. The blogger has done a really good work in updating his blog. Keep it up
Posted by: cheap computers | January 20, 2011 at 07:15 AM
I went to check out the website you linked to - looks like a great resource on email marketing; thanks for pointing it out.
Posted by: Make Money Blogging | November 18, 2010 at 10:51 AM
Interesting statistics. 25% is about what I get, so I suppose I am right on track.
Posted by: Internet Marketing Tools | November 18, 2010 at 10:49 AM
Randomly sometimes I do open it but most of the time I delete it without even opening them.
I feel that it's a completely waste of time.
Posted by: Cheap Computers | October 08, 2010 at 05:16 AM
Well I do not open it and delete it before reading.
Posted by: Cheap Computers | June 02, 2010 at 07:38 AM
Talking openly about open rates is a very good thing. Since
e-mail newsletters are a new thing it sometimes throws people who are not used to these discussions. THANK YOU FOR SAHRING!
Josh
Posted by: Josh Gordon | December 17, 2008 at 11:44 AM
Glad to see this, were a technology company and have a monthly newsletter which goes out to 2,500 emails across the telco, transport, defence, oil & gas industries and for 2 years have only ever got a 20% open rate!
Given me some peace of mind.....
Merry Christmas!
Posted by: John Ward | December 17, 2008 at 11:12 AM