There are a few key metrics you can use to determine if a customer newsletter is successful:
- Open rate: This is the percentage of people who opened the newsletter out of the total number of people who received it. A higher open rate generally indicates that the subject line and sender name were effective in catching the reader’s attention. Mailchimp, the average open rate for B2B emails is around 23%. Have seen as high as 50%. According to Clickback, the average open rate for a B2B opted-in email marketing message, according to this benchmark report, is 15.1%. Email open rates vary from industry to industry and depend on the quality of your email list. However, the average email open rate across all industries is 17.92%. This means anything from 15% to 25% and up is a good open rate. For cold email lead generation, on the other hand, the average open rate is somewhere around 6%. It really depends on a number of factors. Creative, Call-To-Action, etc.
- Click-through rate: This is the percentage of people who clicked on a link in the newsletter out of the total number of people who received it. A higher click-through rate indicates that the content of the newsletter was engaging and relevant to the reader. What is the average click-to-open rate for email marketing & newsletters? In 2021, the average click-to-open rate was 10.5% across all industries. This is down 3.6% from 2020. The industries with the highest CTORs — Real Estate, Education, Government & Politics — average between 14-17%.
- Conversion rate: This is the percentage of people who completed a desired action (such as making a purchase or signing up for a service) after clicking on a link in the newsletter. A higher conversion rate indicates that the newsletter was effective in encouraging readers to take action. According to Campaign Monitor, B2B emails actually have a higher click-through rate than B2C emails: 3.2% and 2.1% respectively.
- Bounce rate: This is the percentage of emails that were not delivered because the recipient’s email server rejected them. A high bounce rate could indicate a problem with the email list (e.g. invalid or outdated email addresses) or with the content of the newsletter (e.g. it was flagged as spam).
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