We conducted some research into the average open rates of publications sent from the Swift Digital Suite. The results are in and we are pleasantly surprised by the findings! Compared to other studies available online, the results we have found indicate a marginally higher open rate for accounts in our client base.
But first, a note about methodology. For the purposes of this study, we selected a handful of clients in each industry and looked at their average open rate for the last few months. From these we only included newsletters that had been sent to external recipients.
Weekly school newsletters have managed to score an average open rate above 50%. A key indication of their success is that their emails are incredibly targeted towards their audience. Parents are heavily invested in reading about their children's education. Health and financial industries also achieved higher-than-average results, potentially due to their emails being of direct benefit to their recipients. People are more likely to read newsletters that are personally relevant to them.
If your average open rates are below the ones presented here, feel free to contact us and see if we can offer any advice. There may be different marketing tactics you can use, such as:
- Relevance and segmentation. As mentioned earlier, your target audience plays a huge part in your newsletter campaigns' success. See if there are ways to break up your mailing lists according to their interests, demographics, or anything that can help to identify with them.
- Timing and regularity of publish. Try to find the right balance for the frequency of your emails, neither too often nor too sparingly. You may also find that certain times of day are better for different types of readers.
- Making a first impression with your subject lines. Some say catchy subject lines stand out, some say boring but informative subject lines are more effective. Why not experiment with A/B Split testing to see which works better for your publications? An email preheader can also be used to further entice a recipient to open your email.
Note: We do not gather industry standards for Click Throughs as these statistics are highly variable and dependent on the unique Content provided in the emails. Similarly we do not provide a benchmark for Bounces as this is also highly variable and dependent on the method through which you acquire Subscribers, as well as the authenticity of sending domains used.
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