EMAIL CAMPAIGN COMPONENTS
Season/Time of Year: The summer time will generally produce lower open rates due to vacation schedules. Holiday seasons should drive open rates higher for ecommerce retailers, but may produce lower rates for email newsletters and information-oriented emails.
Recipient Composition: Are your recipients meeting-bound executives, mid-level managers, home-based workers or stay at home parents? Manager-level workers might see your content as vital to helping them do their jobs, whereas executives may view it as interesting to read if and when they have the time.
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Do you have a high number of recipients using a free email service such as Yahoo or Hotmail? Recipients who use these free accounts typically do not access their email as often as corporate email or paid email services - thus lowering your open rates.
Timeliness: An email promoting ticket sales from a professional sports team is likely to generate greater interest during a winning streak than at other times. If you can be flexible, time the distribution and subject line messaging to current events, the weather, developments at your company, or an offer with specific timing and deadline, etc. If you are publishing a newsletter, you may want to include content and a subject line that refers to an upcoming event or trade show, for example.
Change in Number of Text Recipients: Some percent of your list members will use an email client that can't read HTML emails, and therefore will not register as "opens" regardless of whether they were opened or not. If this percent stays constant then it will have no effect on your ongoing open rate. If, however, you have a large increase in AOL users, for example, you might see a drop in open rates from AOL customers that are still using older versions of the AOL software.
So what does it all add up to? If you do everything exceedingly well and have a good and clean list, you might achieve open rates for an email newsletter of 60 percent - whereas you'll be lucky to achieve a 30 percent open rate with less than stellar execution. For ecommerce campaigns, look to achieve open rates of 40 percent or so on the high end, and around 20-25 percent on the low end.
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