Email Benchmarks

Are You Making Data-Driven Decisions?

After you’ve taken your photos, designed your layout, written your copy, and sweated through hitting that “send” button, your next step in deploying an effective email campaign should be analyzing your campaign results. But before you can gauge the success of your email, you need to know which goals should be set.

What is considered a good open rate? How many readers should be clicking through in your emails?

Our Email Benchmarks have the answers you need when it comes to setting and exceeding email goals.

1. Email Capture Rate

Your first step to sending emails might be setting goals but before you can do that, you need to have email addresses to reach. Whether you are capturing new leads through an online form or in-store at checkout, your email capture rate should be at least 63%. Not sure how to collect those leads? Here are some ideas:

  • Embed a form on your website to encourage visitors to join your email list
  • On both your website and at the register, advertise the benefits of being part of your email list. Be sure to make it sound exclusive and worthwhile! Give it a fun name or make your customers feel like they’re part of something exciting.
  • Track email capture rate in-store and create a competition between your team members as they compete to collect the most email addresses at check-out­.

2. Email Metric Goals

Now that you’ve gathered your email addresses for your send list and have crafted an awesome email (by the way, we can help with that), you can press that magic button to execute your campaign and prepare to watch the results roll in. But what results should you be hoping for?

Email Open Rate

Email open rate is calculated by total emails opened divided by total emails delivered (emails sent minus emails bounced). To get an accurate result, be sure to allow your readers at least three days to access and open your email. Once you’ve given your readers time to open and read their email, your open rates will vary based on what type of email you sent.

Open rates for emails sent to your full list, also known as a “full send”, should be at least 15% to be considered successful. Your automated emails that are deployed to audiences based on their actions should have a greater open rate since those emails are generated by actively engaged customers who have recently interacted with your store through behaviors such as a purchase made or subscription to a list. Those campaigns should ideally have an open rate of 25% or higher.

Are your results measuring up? There are several methods to increasing open rates such as the methods below:

  • Create compelling subject lines that catch the eye or your reader. Ask a question. Include an emoji. Try out different formats and see what resonates most with your audience.
  • Play around with different send times and days. Maybe a Friday afternoon at 4 p.m.isn’t the best time to expect someone to be in their inbox, or is it the perfect time when they’re going through their inbox killing the last few hours of work before the weekend? Test it out!
  • Segment your list down to specific audiences that would be interested in the content you want to share. An example would be sharing information about a new shoe release to those who have purchased that brand before or purchased a brand at a similar price point.

Emails are made for more than just being opened. Your reader should click through the emails to visit your website, read a blog post, or ideally, make a purchase.

Email Click Rate

Just like open rate, email click rates will vary based on your audience. On a full send email, you should aim for a >0.9% click rate, and >5% on an automated campaign. To increase those click throughs, you need to provide links and buttons on which your readers can click.

Below are some examples of how you might encourage readers to visit links within your emails:

  • Provide specific links to products as well as links to the overarching categories where those products may be found. For example, you might link to a New Balance 574 shoe then also include a “Shop New Balance” or “Shop Lifestyle Shoes” button to encourage readers to expand their browsing past just that particular product or brand.
  • If you were to link through to your fit process page, you may want to also provide a link to view all your locations or directions to your store so readers can click through to see where their fitting would take place or find the closest location where they could be fit.

Instead of casting out a wide net and hoping to catch an interested reader, aim directly at your target by utilizing their online and in-store behavior.

3. Email Automations

As we mentioned, open rates for automated emails that are deployed based on customer behavior are significantly higher than those of full list sends. Emails triggered by customer actions, such as a welcome email sent following their subscription to the email list, or a two-week check-in message sent 14 days after their purchase are more likely to be opened since that message is meeting customers exactly where they are.

Are you currently deploying campaigns like these? If not, we’d be happy to talk with you more about why they work and how to get started with them.

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Elevate your retail game

Whether your email metrics are already measuring up where they should, or you are currently struggling to come up with content and ideas to make your campaigns successful, Upper Quadrant is here to help you understand how to garner actional insights from your data. Through our propriety data cloud and industry analytics platform, UQ Cadence, useful benchmark and datapoints can be delivered straight to your inbox each week. Start measuring your email performance and make data-driven decisions to create more customers, more often.