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
Open Rates for Email Communications
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Hi Karin,
Open rates aren't the best measure of efficacy for several reasons (not least of which is they don't actually tell you how many of your emails are actually being read). They're really better used for comparison guides and not benchmarks. For example, if you change your subject line approach, email design, or segment your lists, open rates can tell you whether your new email is more effective or less at a very basic level. This is a great overview of email newsletter tracking: http://www.email-marketing-reports.com/email-open-rates/
All that being said, MailChimp offers one study that indicates nonprofits have an average open rate of just under 28%. See: http://www.mailchimp.com/resources/email_marketing_benchmarks.phtml
You can dig around to find additional stats here (scroll to bottom list of links): http://www.email-marketing-reports.com/benchmarking-metrics.htm
Best,
Jess
Jess Sand
Principal, Roughstock Studios