Really, there is no typical open rate. The rate obtained for any list, or group of lists will depend on how it was measured, when it was sent, the size of the list and a zillion other potential variables. There is no shortage of benchmark numbers out there, but even between benchmark figures you will find big variation in the reported open rates.

So instead of giving a specific percentage, we’ve come up with the following chart.

There are certainly some broad trends in open rates.

• As list size goes up, the open rate tends to fall; possibly because smaller companies are more likely to have personal relationships with their list subscribers.
• Companies and organizations that are focusing on enthusiasts and supporters, like churches, sport teams and non profits see higher open rates
• More specific niche topics, like some manufacturing areas also typically have higher open rates than emails on broader topics

This entry was posted on Tuesday, December 30th, 2008 at 9:37 pm and is filed under Tips & Tricks. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.