Expected click and open rates for Email Blasts

A question that we seem to get alot in regards to email marketing is what kind of open rates we should expect with our email blast. Also, what is a good range and how do we determine if it is successful. Here are some rules to live by to help you determine the success of your next email program. For B2B email marketing the open rates are often lower than consumer blasts. An average open rate will be 10-18%, anywhere in this range should be thought of as successful. If it is lower you may want to work harder to target the right individuals. Business to Consumer email broadcasts are often higher on the open rates, usually 15-25%. The challenge with consumers is on the conversions. Consumers have become very guarded with their information and as a result will not respond to even the most intriguing offers. Consumers focused emails work best to create buzz for an event, send out a printable coupon or just communicate with a niche.

A business contact is often less likely to be sent spam. Hotmail, Yahoo and MSN accounts are often the most likely to be spammed. This makes it difficult to get through the gate keepers and present your offer as a trustworthy individual.

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Building an Effective Email Marketing Program

What makes an effective email marketing program? So many marketers think they can throw some code together, rent a list and bingo - financial fortunes.

Sorry folks - it really isn't that easy. When you buy something - what is the first thing you need to have before you shell out the dough to pick up that new shock absorber or sofa? Trust. You need to have trust that the merchant is who they say they are. In creating your email marketing program, put yourself in the position of the prospect and ask yourself. "Self, would I respond to this offer or mail piece?" If not, then you are wasting your time and your prospects. Further, you're doing more damage than good.

Work on growing your relationship with your prospect. Be the authority for you product or service and you will gain the trust of your group. Just like any other offer, you need to communicate why what you have to say is important to the prospect. Marketers have made the mistake, that email marketing is the quickest way to sales in any niche group. This may be true when done correctly, but you still need to grow your relationship.

Best of luck,

Troy