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Key Statistics In Email Marketing

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Planning an email marketing strategy is not just about creating campaigns and sending them. It’s an entire phase of analysis essential to understand the issues of email marketing.


Statistics To Create Effective Email Marketing Campaign


We bring you a list of basic and most important statistics for your business that can contribute to email marketing strategy :


Table of Contents

  1. Open rate
  2. Click rate
  3. Opt-out rate
  4. Rate of bounced
  5. Reactivity rate
  6. Rate of delivery – Warning


Open Rate


The open rate is the ratio between the number of emails opened by your recipients and the number of emails sent.


When you analyse the statistics of your campaign, you should bear in mind the difference between single rate and cumulative rate. While a single open rate takes into account one opening per recipient, the cumulative open rate adds up multiple openings from each of your recipients.


A good open rate ? It’s around 20% and more in single open rate. But it varies depending on your recipient’s field of activity and the topic of your mass email.


Why is it important ? The open rate gives you a significant estimation of the quality of your subject and the effectiveness of your targeting. It does not reflect the quality of your content, the relevancy of your offer or your shared articles.


To improve your open rate, work on the subject line, customize the heading of your email and give your best to define your targeting.


Warning ! The open rate is counted from the moment your recipients download the images in their email.  


Click Rate


The click rate is the ratio between the number of clicks on the links in your email and the number of emails sent.


It is calculated in single rate and cumulated rate as well. The single click rate represents the number of people who clicked on your email and the cumulative rate indicates the total number of clicks made by your recipients on all links.


A good click rate is about 3% and more in single rate. Again, the activity sector of your recipients will influence your click rate success.


It is important to check your click-through rate because it will give you an idea of ​​the quality of your CTA (call-to-action) as the clicks come from it. Work on your CTAs placement as well as their color and the text of the button. All these factors can influence the number of clicks you will receive when creating a campaign.

Improve your click rate by optimizing your CTA and it’s placement, but always share content suitable for your goal while creating your campaign: interesting for the reader who is looking for advantages and not too promotional.


Opt-Out Rate


The opt-out rate corresponds to the ratio between the number of recipients who clicked on the downlink “unsubscribe” and the total number of emails sent.

A «good» opt-out rate? About 0.2%. It should be kept below 0.7%, and of course, the lower the percentage, the better it is.

Why is it important ? Your low rate will highlight your ability to capture the interest of your readers. It will also vary depending on the quality of your database.

A bad email subject or an unidentified sender are certain examples of factors that can increase your opt-out rate. Be «clean» and respect your recipients.


Bounce Rate


A bounce rate is the percentage of emails not delivered (rebounded) by the total number of emails sent.

A good bounce rate? Below 5%.

Why it is important? If the rate exceeds 5%, it means that your recipient’s database is not «clean» enough and something must be done about it.

It is important to constantly «clean» your database. Mailify’s tools allow you to anticipate bounces before sending a campaign to prevent this rate from increasing.


Reactivity Rate Or Clicks Per Open Rate


It is the relationship between the number of clicks on your email and the total number of openings of your emailing.


A good rate of reactivity or clicks per open rate? About 20%.


Why is it important? The reactivity rate allows you to measure the effectiveness of the subject and message of your email. The higher you are, the higher your readers’ interest in your email campaign. It also shows your writing quality and your ability to place CTA buttons.


The reactivity rate is roughly spoken a variable that evaluates the overall quality of your email campaigns under the one condition that your opening click-through rate is correct.


Deliverability Rate – WARNING


Yes, Warning! because the term “deliverability” can be confusing.  


It is often confused with the number of emails accepted by the recipients’ email services. This result is calculated by eliminating (bouncing) errors from the total number of emails sent.


But the delivery rate is the rate of emails that arrive to the inbox by the number of emails sent.


As you can see, there is NO reliable means to calculate this rate accurately. It is very complicated to know if your emails go directly to the inbox or to spam.



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