By Sarah Miller 8/1/2018
For many of our members, the 'open rate' of their communications is very important. In simple terms, the open rate is the number of people that have viewed your eCard, divided by the total number of eCards you sent, shown as a percentage. (A 100% open rate means everyone saw your eCard.)
I've been helping my customers with their email campaigns since 1996 and with the delivery of eCards, invitations and surveys since 2004; so this is a topic I've seen in action for many years. When I'm asked the question "What's a good open rate for my eCards?" or in a pre-sales call "What open rate can I expect with CorpNote?", I'm hesitant to give a response because there are so many variables.
These variables include the quality of your email list, factors like when and how often you send your eCards, and the goal or purpose of your email campaign.
There are many articles and blogs on the subject of the best time of day to send your email or what the average open rate for your specific business should be. For example, on average, most mass email campaigns (such as email newsletters) average between a 10-30% open rate and email campaigns focused on employee recognition will average between a 50-90% open rate.
But 'general' or 'average' statistics are just guidelines and can actually mean very little when examining a specific customer's email open rate. The part of the equation that is often missing is 'what was the overall goal of the campaign?' Were you looking for more website visits, for more sales or some other measurable result? For example, you could have a 10% open rate on an email campaign but it resulted in a 50% increase in sales for that week. I would consider that an effective email campaign even though the email open rate was 10%.
But even if you meet your goal, there is always room for improvement…
To follow are the factors and strategies I consider when putting together an email campaign to ensure that the 'open rate' is going to have its best chance for success.
Even if your email isn't seen as 'opened,' it's important to note they will still see the company name or your name as the sender and the subject line. This type of view counts towards the total number of 'brand impressions' but it isn't measurable.
Looking at your eCard statistics will help you improve the above factors so you can create your best strategies for improving your open rates. There are several ways to get statistics on who has viewed your eCards, invitations and surveys.
Your actual open rate most likely exceeds our numbers. The 'open rate' we record may not be 100% accurate because we only measure unique open rates if:
We use these methods to respect your recipient's privacy, and to be most widely compatible with people's browsers, devices and privacy settings. Consider your open rate statistics as a success indicator, not as an absolute number.
Every email campaign should have a goal so you can measure its success. I've hopefully helped you see that statistics such as 'open rates' are not 'good or bad,' they are simply benchmarks on which you can measure your own campaign improvements over time. I've often seen my clients get so absorbed in 'statistics' that they forget to celebrate their success when they have met a goal. Only you know the goal of your email campaigns and you will need to put a plan in place for how to measure whether the goal was successful.
Do you have a suggestion for a topic you'd like us to cover? Let us know!
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President, Set Now Solutions and CorpNote.com
Website Development Specialist, CorpNote.com
Sarah has been working with internet development since 1994. She has extensive experience in top-level project management and is in charge of CorpNote's website development and security. Sarah has a passion for anything related to the internet. She enjoys "solving puzzles" and creating web-based tools that help businesses run more efficiently.
Sarah's portfolio of production skills includes programming in several languages, database administration, interface design, eCommerce and search engine optimization. She began her career as a technical writer, graduating summa cum laude with a B.A. in English from The College of New Jersey. For 25 years her articles and technical manuals have been featured in print and on numerous websites. When not behind a computer, she can be found in her art room working with various media, digging in the dirt in her organic garden, or playing with her two rescue pups.
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