Success Story – 40% Opening Rate in Email Marketing

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For those who believe that email marketing is a tool of the past, we are here to prove otherwise . Below, we will talk a little about best practices to ensure that the email marketing open rate is, at the very least, the market average; and we will give tips on how to surpass the average.

We are one of our success stories in some factors, and one of them is precisely our email marketing open rate. While the market average is around 15%, we have exceeded 40% in the last campaigns.

We start this material by going straight to the point, as the objective here is to really address the particularities and factors that must be tested and observed so that you can start to reap good results from your email marketing campaigns.

If you are interested in knowing the most basic details, the BA BA, the step by step, everything that comes before getting here, access: e-mail marketing works and generates results .

Email Marketing Open Rate and Clicks – How to achieve good results?
As we have already mentioned, for the market, having a 15% email open whatsapp mobile number database free download rate is considered a good campaign result; on average, click-through rates are around 2%. In other words, of the 15% who open the email, 2% click on the CTA.

Other numbers that are part of the report to assess whether the campaign was truly successful are: bounces, marked as spam and unsubscribes .

Now we will present some numbers from our latest campaigns, highlighting the points of attention that should be observed.

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In the example above, we have one of the emails from the Landing Page campaign for our ebook on digital marketing. With the Resultados Digitais tool , we were able to map all the data and evaluate the possible successes, given this positive balance.

Analyzing some indicators:
In the subject we put “[E-book] – Digital Marketing in the Crisis” . We indicate what the subject is about within the bracket with a relevant topic and of general interest; especially in recent times.

We sent emails to a base of 1,352 people , who were not clients of the agency, who were engaged in our networks. 1,343 were delivered, as 9 were included in the 0.67% bounce rate; that is, emails that bounced, changed, or no longer exist. That is why it is very important to always update the lead base. Check which emails were those and delete them from the base.

Continuing the analysis, we had 0 (zero) emails marked as spam and 5, that is, 0.37% requests to leave the base (unsubscribe).

The opening rate of 46.02% represents 618 opened emails; followed by a click rate of 7%, which in this case means that 94 people took the action we proposed; therefore, the CTA worked very well!

Let's see what this email looks like?
email marketing LP ebook MKT digital crisis



An artwork with our visual identity and an impactful phrase that has to do with the content we are delivering. The beginning of the personalized email that is empathetic to the moment. Short text, straight to the point with strategic words highlighted in bold . As soon as the person opens the email, they see the CTA, which explicitly states what it is about.

We could further improve the results of this email marketing campaign. How? By breaking it into two paragraphs, thus facilitating readability, and by placing a hyperlink in the first paragraph to ensure clickability, since a paragraph break would take the CTA further down.

The biggest difference with digital marketing is that it allows for testing and error, but it has to be corrected quickly. We are our own laboratory, which is why we are able to deliver good results to our clients. Below we will show you a campaign that, despite the results being below expectations, was still above the market average.

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Inside the numbers:
The first observation is about the lead base. Note that in this email we sent to more than 8 thousand people, but from a disengaged base. The idea was to recover these leads and make them engaged. But emailing a disengaged base requires even more effort in the details.

We sent emails to 8,332 people and 94.36% of them were delivered, or 7,862. This is because we had a high bounce rate – 5.65%; a common situation when the base is disengaged or undetermined. Continuing, we had 0.05% spam flags and 0.46% unsubscribe requests.

Even so, what seems like a disaster was a campaign with an open and click rate above the market average ; 17.49% and 2.25% respectively. In other words, 1,375 people opened the email and 177 clicked on the CTA. We attribute this good open rate to the text in the email subject. |FIRST_NAME|*, 2020 Marketing Planning – There’s still time!

When we use the lead's name in the subject line, it arouses curiosity. It's a brain trigger. But it shouldn't be used randomly and without strategy. This can result in you being marked as spam. When the content is in fact "straight talk", call the person in the subject line. Otherwise, indicate what the material is. For example: [ARTICLE]; [COUPOM]; [WEBINAR]; [INVITATION]; [LAUNCH]; [TRAINING]; [REGISTRATION CONFIRMATION], etc.

What was the layout and language of this email? Let's take a look?
A “raw” email, without any art, just a banner and the agency logo.

The beginning of the email, despite being personalized with the lead's name, may have sounded robotic because it made no mention, even if subtle, of the delicate moment that everyone is going through.

Longer text, with three paragraphs and a hyperlink only in the last one is one of the points that could be improved . The second paragraph could be shorter and contain information about solutions that people would find in the material in question. The CTA could also be shorter and its text more attractive.

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In compliance with best practices for email marketing campaigns, all emails in our campaigns are sent by a real sender and with an unsubscribe option. It is important to consider that, for this type of analysis , the campaign must be sent to a base with 60 or more emails.