Recently, a friend asked:
“In the ___ space, for daily/regular emails – what would be a good open rate and click through rate?”
My answer:
There’s no standard good or bad open or click rate.
What matters is ROI.
Did it make a profit or not, and how much? After all, when you go to the bank to deposit your profits, the teller doesn’t ask “Sir, how many clicks and opens did you get?”
More:
I further told him if he’s pressed on this question again by a would-be client, to tell the person asking it depends on their list (are they buyers or freebie seekers?)… their relationship with that list (does the list hear from the client daily with useful and entertaining info or once per month with boring info or just blatant pitches?)… the client’s marketplace positioning (are they a household name in their niche or a start up?)… their personal brand (does the client have rockstar appeal or mere expert appeal?)… the deliverability of the auto-responder company (is it a reputable company or a start up with no relationships with the various blacklisting sites?)… and a bunch more things outside your control.
That’s just how it be, my little droogie.
All right.
End of sermon.
While there are a lot of things outside your control (the above are just a few), the one thing that IS in your control is how you write your emails.
Are they dull and boring, people ignore?
Or exciting and fascinating people look forward to?
To learn how to write the latter kind, go here:
Ben Settle
