Good thing in emarketing business today is that many people use
email marketing as an item in their promotional activities. Many
companies publish a company email newsletter in order to stay in
touch with their clients and prospects and some other people
only advertise in other email newsletters. Everyone have one
thing in common ? they want that their email newsletters open as
many people as possible. In other words to have a good open
ratio?
So what is an open ratio? Open ratio represents the number or
percentage of people who actually opened your email newsletters.
Yes, you are right. Not everyone will open your email
newsletter. In fact, it is often the case that the majority of
your subscribers won?t open your email newsletter. Sad bad true.
If your newsletter has 10,000 subscribers and 4000 subscribers
opened your email it means that your open ratio is 40%. This is,
by the way, good open ratio according to recent email marketing
statistics that show that average open ratio in B2C (Business To
Consumer) email newsletter is around 20% and that open ratio is
higher (more than 30%) in B2B (Business To Business) email
newsletters.
Open ratio is very important because if an advertiser pays that
his ad be in front of 10,000 people he wants that nearly 10,000
people really see his ad. Let me put it this way. If you buy a
automobile that has a declared speed of 240 kmh you expect that
you will be able to drive that fast if you want. Although, I
wouldn?t suggest you that.
Email publishers count open ratio by embedding a code that will
call an image, usually white image in format 1x1 pixels from
their server. So every time image is loaded, it means that email
newsletter is opened. I said opened, not read. If you want to
increase the probability that the open ratio nearly represents
the number of people who also read your newsletter you can embed
that image source code at the end of your email newsletter.
Also, you can write your articles in ?teaser? format. ?Teaser?
format!? You can write first 4-5 sentences of your article and
after that write something similar like this:
If you want to read the whole article please visit
target="_blank">http://www.yourdomain.com/yourarticle
This way you will know how many people read your article. Of
course, if you use some CTR (Click-Thru-Ratio) or web counter
software. For click-thru software I can suggest you to use Group
Metrics ?
target="_blank">http://www.group-metrics.com It is
all-in-one package that will also help you to know what is your
open ratio, click-thru-ratio, you will be able to create polls?
You may say that 20-30% is a very low open ratio. However, open
ratio is a little bit complicated thing. Why? First of all, many
people will open your newsletter but you won?t know that. How is
that possible? It is very simple. If they read a plain-text
version of your email newsletter (they requested to get your
email newsletter in that format) so not in HTML format you won?t
be able to measure your open rate. Also, many people are offline
while they read email newsletter or their email clients don?t
support HTML formats. In these cases, too, you won?t know if
they opened your email.
About the author:
Dejan Bizinger is a Contributing Editor for Infacta. Infacta is
email messaging services company providing powerful, yet
easy-to-use award-winning Group Mail, software for sending
highly-personalized email messages and Group Metrics, software
for email tracking. For more information visit:
target="_blank">http://www.infacta.com
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