Question

Topic: E-Marketing

What Is The Average Ctor For B2b Emails

Posted by Anonymous on 6/28/2011 at 2:11 PM ET 25 Points
I've heard people say that average for click rates for B2B emails are anywhere between 3-10%, but do they really mean click rates or do they mean click to open rates? I'm much more interested in click to open rates, but I'm afraid the 3-10% average is for click rates? Does anyone have any info on this?
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RESPONSES

  • Posted on 6/30/2011 at 2:21 PM Accepted
    Open rates are about 25%, click through rates are about 5%. I got this information from Emma, the email provider I use. I hope that helps!
  • Posted by mgoodman on 6/30/2011 at 4:46 PM Accepted
    I just completed a campaign using a third-party provider and we got reported open rates of about 3-4% and click/open rates ranging from 4-10% (different markets, same mailing -- relatively small base sizes).

    With another provider and other campaigns (3 or 4 of them), we get reported open rates of 30-35%. The click/open rates on those is not relevant because "click" isn't the only CTA. Our best guess at response rate is in the 5-15% range (of the total mailing). (One had an embedded high-value coupon that redeemed at about 10% of the total mailing in our bricks-and-mortar retail stores. List was current customers.)

    FWIW, I think the estimates from Emma are probably as close to an average as you'll get. The Emma people are very good/smart, but you need to remember that an average isn't really very useful because there are so many variables that affect the range -- including the offer, the list, the category, brand awareness, B2B vs. B2C, etc., etc.

    Be very careful on how you use "averages." In the vast majority of cases nobody is average.
  • Posted by Clive Fernandes on 7/1/2011 at 1:57 AM Accepted
    Dear Diana,

    Using general average figures is not a good idea.

    The averages listed by EMMA are just that, averages. They would be calculated from some lists that do way above that, and some that do way below, finally reaching on the average listed. So basically as a metric to you, it won't really be of much use.

    Your click to open rate would depend on many factors. Some of these would be the subject of the email and the quality of your mailing list itself.

    Hope that helps.

    Best Regards,
    Clive Fernandes
    Clive Fernandes Consulting

  • Posted on 7/1/2011 at 7:24 AM Author
    Thanks all! I think we're good here. Our click to open rates average around 15-20% (some way higher some way lower). I agree that using averages isn't the best idea - I've been working with emails for a while but my company really hasn't & the executives aren't always happy with the results I provide them. So i just wanted to give them a number to go off of esp since I knew our CTOR is pertly good ;)

    Again, thank you for all of your responses!
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