A large email service provider recently found that almost 20% of the emails they sent were viewed on mobile. As mobile internet use grows and grows, you may be thinking about doing a mobile version of your emails. That seems like a good idea, but then you realize that you’re going to need to make your messages look good on iPhone and Android devices. And what about Blackberries? And then you start to think about tablets. Suddenly, things have become very complicated.
I’ve been digging around lately, looking for some standard email open rates and click-through rates to compare my own projects against. There are obviously so many variables in every campaign that it’s hard to compare apples to apples (the data is normally only as specific as comparing fruits to vegetables). But I did run across the links below that are quite useful.
The long and short of it is this:
Average open rate across the board seems to hover at 22%.
Click-through rate varies wildly, but circles in around 3.5%.
No industry suffers from more than an average 0.85% unsubscribe rate.
One I get about every 2-3 weeks, and it’s got good stuff. I almost always read it all the way through, and I feel smart just for having the foresight to have subscribed to it.
Another I get something from almost daily. It’s always promoting an upcoming webinar, or phone call, or blog post, or snake oil. It’s a nuisance, and I can’t wait to trash it the minute I see the Sender.
Here are a few great links my mouse happened to find this past week: How to Make a Living Writing: This is an excellent series on writing with some practical tips from a successful but obviously approachable writer. They’ve Ruined Wednesdays: Jim makes a great point on when the best day to send emails is. [...]
