Karin Stark London December 15, 2008

Hi,

Does anyone have what the average open rates and opt outs are for email newsletters/communications? At Transport for London, we are running a campaign that seeks to ask individuals in London to commit, through a pledge, to reduce one car journey a week. Once they sign up, we send them quarterly emails with useful tips, advice or upcoming events related to the mode (walk, cycle, public transport or car share) they pledge to use. We're looking to segment pledgers further (not just by mode, but by local area and even attitudes to car use) so I would like to determine a target to aim for. Our current open rates are approximately 20%, and opt outs very low.

Thank you
Karin