The latest analysis of click through and open rates on emails shows just how powerful personal email lists can be.
The main measure of the success of an email is its click-through rate – the number of people who click on the link in the email (expressed as a percentage of those who received the email).
Here’s the results we’ve got in the past month…
CLICK THROUGH RATES
- Subscription emails (where the teacher has asked to receive the email) 10.6%
- Personal emails (primary school) 4.1%
- Personal emails (secondary school) 6.1%
- Preference emails 1.2%
- Generic emails where the email goes to the administrator with a note in the subject line saying “for the attention of The Head of Maths” etc 0.4%
It is important to stress that these are percentages of people who are sent the email – not the percentage of people who open the email. We have had cases of firms saying that they get far higher click through rates – which they achieve by taking the percentage of people who open the email as the base.
These are average figures – but you can see that with a subscription email if you send to 1000 subscribers you are likely to get 100 onto your web site – and of course is the web site page is good at selling a significant number of these might well come on and buy.
OPEN RATES
Open rates are always treated with a STRONG element of caution, because they are measured in highly variable ways. For example one program might regularly measure an open rate at 20% while another program measures the same effect at 10%. (If you want to know why, give me a call).
But where open rates are measured by the same program, then we can get a comparison. Here’s the figures that our software produces
Average open rates this month…
Subscription emails (where the teacher has asked to receive the email) 19.9%
Personal emails (primary school) 16.2%
Personal emails (secondary school) 12.7%
Preference emails* 16.6%
Generic emails* 14.3%
* Preference and generic emails are sometimes opened by the administrator before forwarding, and this significanty enhances these figures.
Again we can see the benefits that come from the email lists that go directly to the teacher (personal and subscription lists).
If you would like to know about our email lists, please do take a peek at www.emails.gs
If you would like to discuss any of this, please call 01536 399 000 and press 1 for the jolly nice people in sales.
Tony Attwood