O'Reilly logo

A Crash Course in Email Marketing for Small and Medium-sized Businesses by John W. Hayes

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

11. Testing and Optimising for Success

Clients often ask me what I would consider to be a good open rate in relation to their email marketing campaigns. I joke that 100% would be good. They often fail to see the funny side.

A brief search of the web will throw up a number of reports benchmarking average open and click-through rates based on particular industry verticals. You should take these reports with a pinch of salt.

The problem with these figures is that you may be comparing your activities with competitors who do not follow best practices. In this respect, it reminds me of a managing director I used to work under in the newspaper industry who once told me, “There is no victory in being the last to die, when everyone is terminally ill.” ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required