News

New research into email click-through rates shows huge variations in open rates, even between companies working in the same sector.

Silverpop's Email Benchmark Study 2012, which assessed campaigns from over 1,000 brands, found companies in the top quartile experienced click-through rates three times higher than average; 16.6 percent compared to an average of 5.2 per cent.

Click-through rates are one of the key metrics used to measure the effectiveness of an email marketing campaign and reflect the number of people who click on a link within an email. A high click-through rate means you're offering great content for your customers and presenting it in the best way.

Open rates are another common measurement. A good open rate shows that your subject lines are attracting attention, but doesn't show how engaged your recipients are with what you're sending.

A great campaign should have high open and click-through rates and a low unsubscribe rate. If customers are unsubscribing, you're failing to maintain their interest.

So how do you make sure your email marketing campaign is a success?

Going the extra mile with your email marketing

Your customers probably receive dozens of emails a day, so what will make yours stand out from the crowd?

Loren McDonald, vice president of industry relations for Silverpop, said it is clear from the research that the success of a campaign depends on "the approach that is taken and the content that is delivered".

"Companies that focus on helping recipients by providing behaviour-based content that is meaningful, personal and relevant rather than just firing off one-size-fits-all promotions are far more likely to find themselves in the top quartile," he added.

But high-quality content does not just support your email marketing; it should under-pin your social media, brand marketing and SEO strategies.

Learn more about the power of high-quality content:

Infographic: The Anatomy of Content Marketing

Hit by Penguin? How to use content marketing to Google-proof your business

How email marketing can boost small business customer relations

What challenges do you have with email marketing?