The opening rate shows the percentage ratio between the number of openings and the number of emails delivered. The opening rate is divided into the total opening rate and the unique opening rate. The total opening rate counts all openings, even if an email has been opened multiple times by a recipient. The unique opening rate only takes into account the first opening, i.e. openers are counted.
To measure the opening rate, a so-called tracking pixel is built into the email as an image. The opening is only registered as such when it is downloaded - i.e. when the images are loaded in the mailing. However, this also presents a problem, as many email clients block the automatic downloading of images. As a result, the recorded opening rate is usually lower than it actually is.
The average opening rate should be between 20 and 25 percent. However, these values vary depending on the industry. If this value is significantly lower, the subject line should be checked again, as this is essentially an invitation to read the email. You should also make sure that the sender's email address is reputable.
Opening recipients / (Sending quantity – Bounces) x 100 = Unique opening rate (%)
Total click rate and unique click rate
The click rate is one of the most important metrics in email marketing, as it is an important indicator of the success of a campaign. By clicking on a link, the recipient is taken to your own website or perhaps to a social media channel for further actions.
As with the opening rate, a distinction is made here between the unique and the total click rate. With the total click rate, all clicks are counted, regardless of how often a recipient has used various links. These are set in relation to the number of emails delivered. With the unique click rate, on the other hand, only the recipient's first click on a link is counted. Only one click per recipient is counted, thus determining the number of clickers. This is also known as the click-through rate . The click rate can be measured by tracking the links in the mailing.
A good click rate depends on several factors and oman number dataset the objective. With a competition, you will certainly generate a much higher click rate than with a pure information newsletter, in which it may not even be necessary to click on anything. But the design can also contribute to the success of the newsletter. In principle, the newsletter should be structured in such a way that the call to action acts as a goal and is as noticeable as possible. The average unique click rate is around 1-2 percent.
How well the content of a newsletter was received by the recipients can be calculated using the effective click rate. This value, also known as the click-to-open rate , compares the number of clicks to the number of emails opened.
Ideally, the effective click rate should be between 10 and 40 percent. If the values are significantly lower, it can be assumed that the content of the newsletter does not meet the recipients' expectations. Of course, the intention of the mailing and a good design with eye-catching calls to action also play a role here.
Clicking recipients / opening recipients x 100 = Effective click rate (%)
conversion rate
A goal should be defined beforehand for every newsletter campaign. The conversion rate indicates how often this previously defined goal was actually achieved or how many associated actions occurred. The goals for the conversion rate are usually linked to the website itself, for example downloading a white paper or submitting an order.
The conversion rate is determined by many professional email marketing applications such as AGNITAS EMM . Alternatively, it can also be determined with the help of web analysis software such as Google Analytics. The average conversion rate is between 0.1 and 0.3 percent.
Conversions / (shipping quantity – bounces) x 100 = conversion rate (%)
bounce rate
Bounces are emails that cannot be delivered, i.e. returned emails. The bounce rate is the percentage of emails that are not delivered in relation to the total number of emails sent. This can therefore be seen as the counterpart to the delivery rate.
Bounces are divided into hard and soft bounces. With hard bounces, the email cannot be delivered because it does not exist (or no longer exists) or is faulty. These are usually automatically sorted out after three unsuccessful delivery attempts. Soft bounces are a temporary delivery problem. This could be because the recipient's mailbox is full or the server is not currently accessible.
The bounce rate is determined by the incoming mail server sending an error code back to the sending tool, which indicates whether it is a soft or hard bounce. High bounce rates (over 2-4 percent) indicate an outdated mailing list. In order not to jeopardize the deliverability of other emails, the mailing list should be cleaned up regularly. If providers frequently receive bounces from the same sender, this can have a negative impact on the reputation of the sending server and thus on delivery.
Bounces / Shipping Quantity x 100 = Bounce Rate (%)
complaint rate
The complaint rate, also known as the complaint rate , indicates how often your newsletter has been declared as spam. As a sender, you will receive feedback from some Internet service providers such as AOL, Yahoo or Hotmail through so-called feedback loops if a newsletter has been marked as spam by the recipient. These email recipients are placed on a complaint list that cannot be viewed by the provider.
The complaint rate is important because it can jeopardize the sender's good reputation if it is too high, and thus also the deliverability and whitelisting. In the worst case, you can end up on the provider's blacklist and the mailings are no longer delivered at all. The complaint rate should therefore be below 0.5 percent - but this is difficult to fully record, as not all providers offer feedback loops. It is therefore better to offer an easily findable and visible unsubscribe link and not risk the recipient clicking on spam to get rid of the newsletter.