In the email world, the following stats are all generally agreed on. If you’re not seeing these numbers from your email campaigns, a few easy tweaks should do the trick.
Tweak #1: Clean Your List
Stat To Beat: >5%
It’s not just about removing bounces and opt-outs; take a close look at who’s really interacting with your email messages. Removing contacts who have not engaged in more than a year can increase your deliverability rate by up to 5%.
Tweak #2: Don’t Just Go Mobile, Look The Part
Stat To Beat: <70%
Seven out of 10 consumers immediately toss an email that doesn’t render properly on mobile devices. To engage with more of them, make sure you’re sending email messages with a responsive design that adapts to any screen.
Tweak #3: Make It Personal
Stat To Beat: >20%
Personalizing your email makes a real difference to your audience. Doing so for the subject line can boost your open rate to 20%.
Tweak #4: Don’t Overdo It
Stat To Beat: <1-2%
Email frequency and content choices are major reasons consumers opt out of a list. Take some time to find your sweet spot--just enough of the right information to keep readers stimulated, but not too much to annoy them. An opt-out rate of less than 1 to 2 percent should be your goal.
Tweak #5: Test, Test, Test
Stat To Beat: You Tell Us!
Testing two versions of an email with a subset of your list is an easy way to improve conversion rates. In this case, the results are up to you. Make a single change to each version (subject line, call to action), measure the stats for each, then send the one that works the best to the rest of your list.