In addition to eNewsletter examples, we all like to know what each other’s open rates are. My expectation is at least 30%, with a goal of 40%. These are only for mass emails to my chamber, as different types of emails should have different rates. For example, my top 5 list doesn’t include news releases and vendor emails, as those are different segmented lists.
In 2019, my average email open rate for eNewsletters was 31.76%, Member eBlasts 30.15%, and events 31.99%. These were all under my goal of 40% 🙁, but at least not embarrassing. Below are the best (based on open rate) mass emails in 2019 sent to my members.
Please note some images in the below email links may not work – I tend to delete old file attachments from ConstantContact.
#1
Subject: Next Saturday
Sent to: Current members, other chambers, public subscribers, yp group, staff
Open Rate: 39.4%
Click Through Rate: 1.5%
Content: Small Business Saturday Promotion
Link: https://conta.cc/348J6Fl
#2
Subject: You’re invited
Sent to: Current members, other chambers, public subscribers, yp group
Open Rate: 36.8%
Click Through Rate 8.2%
Content: ribbon cutting invite
Link: https://conta.cc/2HaG7Si
#3
Subject: Chamber moving, new video, etc.
Sent to: Current members, other chambers, public subscribers, yp group, staff
Open Rate: 36.2%
Click Through Rate: 21.4%
Content: bi-weekly email newsletter
Link: https://conta.cc/2FJNHVe
#4
Subject: Ribbon Cutting Invite
Sent to: Current members, other chambers, public subscribers, yp group, staff
Open Rate: 36.1%
Click Through Rate: 14.4%
Content: ribbon cutting invite
Link: https://conta.cc/2JZ6Wh8
#5
Subject: Chamber news
Sent to: Current members, other chambers, public subscribers, yp group, staff
Open Rate: 35.5%
Click Through Rate: 10.7%
Content: bi-weekly email newsletter
Link: https://conta.cc/2DfnHhA
Tip: One way to keep your open rate higher is to remove dropped members from your regular email list.
Special Mention
I didn’t count this as #1 as it wasn’t a ‘normal’ email for me.
This list I created as an opt-in for people to be emailed a copy of our relocation guide. Last year, I created a Facebook Group called Moving to Little River. In this one-time email I announced the group to these email subscribers. I then edited the automated email (of the relocation guide) to also include the link to the email group.
Subject: new community facebook group
Sent to: public subscribers, relocation guide opt-ins
Open Rate: 40.4%
Click Through Rate: 39.4%
Content: announcing/inviting to new community Facebook group
Link: https://conta.cc/2NHjY4F
