In BtoB marketing, while communicating regularly with acquired leads (prospective customers), email newsletter distribution is the most important for increasing engagement with your company’s services and ultimately leading to actions such as inquiries and requests for materials. This is a great measure.
Also, getting the email newsletter opened is the first step toward the desired action, and may be set as a KPI.
This time, I would like to touch on the open rate of email newsletters.
About email newsletter open rate
The open rate of an e-mail newsletter is the number of e-mail newsletters that are opened as a percentage of the e-mail newsletters sent to leads.
Email newsletter open rate = Number of email newsletter opens ÷ Number of email newsletters distributed
To measure the open rate, you need to send emails in HTML email format, which allows you to insert images and edit text.
As mentioned at the beginning, it is set as one of the KPI settings in marketing, and other examples include click-through rate (CTR) and number of inquiries (number of CVs).
Latest data on email newsletter open rate by industry
When setting the open rate of an email newsletter as a KPI for the first time, is it appropriate? Although it is difficult to judge, actual open rate data can be used as a reference value.
MailChimp, a global provider of email marketing tools, has a report that summarizes data by industry of user companies.
Email open rate, click rate, etc. are summarized for all 44 industries including BtoB and BtoC.
Below are some excerpts of the open rates for the overall, HR-related, and top industries.
[Overall average] 20.81%
[HR-related industries]
Education/Training 21.80%
Recruitment/Recruitment 19.33%
Advertising/Marketing 16.48%
[Top industries]
Hobby 27.35%.
Government 26.52%
Art 26.03%
Looking at the top industries, it seems that consumer-oriented (BtoC) industries tend to have relatively high open rates, but due to the characteristics of each industry, such as competitors’ email newsletters being distributed more often and service promotions being more popular. , which will affect the open rate.
If the open rate of your company’s email newsletter is higher than the email open rate of your industry, then the email newsletter measures you are currently implementing can be said to be effective.
Also, if you are setting KPIs for the first time, you may want to set them based on the open rate of the relevant industry.
Tips to increase email open rate
Finally, we will briefly introduce some tips to increase your email open rate.
[Title] Easy to understand, within 30 characters per line
- Include eye-catching keywords and numbers such as “free” and “must see”
- Describe what you can get, such as themes and content such as “Recruitment” and “Seminar”
[Delivery date and time] Tuesday to Thursday during the week, lunch and evening hours
[Contents] Providing useful information such as company cases and research data without relying on service promotion
If the content focuses only on service promotions and advertisements, people will become bored with it, and even if the title and distribution date and time are good, the email newsletter itself will not be opened, so care must be taken to balance it with useful information.
Also, please refer to this column to improve your open rate.
summary
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The open rate of an e-mail newsletter is the number of e-mail newsletters that are opened out of all the e-mail newsletters sent to leads.In order to measure the open rate, it is necessary to send the e-mail in “HTML e-mail” format.
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The latest report that summarizes data by industry shows that the average email open rate for all 44 industries is 20.81%.
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When setting KPIs for the first time, we recommend setting them based on the open rate of the relevant industry.