What are the industry standards for open, click-through, unsubscribe and bounce rates?
At Vigorate we often get asked this and many similar questions. The answer we always provide is that there are no ‘standard’ metrics, as many variables must be taken into account. We advise clients to create their own standards to measure their success over time. For some companies a click-through rate (CTR) of 5% is acceptable, while for others the required CTR might be 15%. [But if you really need some standards against which to start your measurement, read on.] The campaign metrics you may consider tracking include open rates, delivery rates, click-through rates (URLs or links clicked within the email), unique metrics for both opens and CTRs (measures individuals vs. total number of opens or clicks), unsubscribe, bounce and final conversion rates (a purchase, subscription, information request, etc., depending on your campaign). We would argue that the most important metric to track is the number of responders to your campaign, or those who were successfully converted to undertake th
