hi I'm Gary from organicweb.com.au.
I'm a Mailchimp certified partner
and I deliver online Mailchimp training.
Please subscribe to my Youtube channel,
I'd very much appreciate it. Today we're
going to go through open rates and click
rates and I'll just cover them a little
bit particularly from the aspect of
reports in Mailchimp. So let's go into
Mailchimp itself. I've clicked on reports
and I'm going to click on view report
next to an example of a demo I sent a
while back. So I'm going to click view
report. If I scroll down the page I'll be
able to see what my open rater is and my
click rate. You might see something
slightly different and that does depend
on what account you have with Mailchimp
and a few other things. The open rate is
if people have actually opened our email.
The click rate is once they've opened
our email are they interested enough to
click something and read more. Now of
course if you don't have a link or a
button or something like that for people
to click on you're going to have a lower
click rate. Open rate is hugely
influenced by do people actually want to
get your information or your your email
marketing. First off are you sending too
seldom, are you sending too often even.
Particularly however the subject line is,
what counts if you have a good subject
line that conveys the benefit of the
person opening the email. In other words
opening and reading the email. If you
have a good subject line you'll notice
that your open rates will improve. Click
rate is very much about once the
person's actually opened your email are
they interested enough to read more. So
what we typically do in email marketing
is we won't give the person the full
story; when they open the email to read
our campaign we'll give them a teaser. I
guess you could call it with a button
where they can read more and then we can
see that people are actually interested
in reading our content, because if we
have the full story,
well we actually can't see if
once they've opened the email are they
interested in reading more. And
particularly if you have more than one
article or one story in the campaign in
Mailchimp we can actually see where
people are clicking so we always want to
send people somewhere else so that we
can measure if they're really really
engaged with our content which is the
click rate. So what is a good open rate?
That's very difficult. It really depends
on your industry and other factors.
Mailchimp do provide example
peer performance and of course
you want to always be better than your
peers average performance and again
subject line is hugely beneficial and
only send to people that you have
permission to send to. Click rate however,
and this is just from my personal
experience, I've noticed that
organizations that are sending good
email marketing have a click rate of
about 10 percent of the open rate. So
what I mean by that is if, and this is
unrealistically high, if we had an open
rate of 67 percent as per here; if we had
a click rate of 6.7% that would be good.
That would show we're doing
something well because that would mean
that people have opened the email and
then they found it interesting enough to
click and read more. So again open rate
very much influenced by the sector
you're in plus your subject lines and
people want to get your email marketing
and your click rate you want to try and
get it to about 10% of your open rate.
Thanks for joining me and if you do have
questions about this please leave it in
the comments below this video. And I'm
Gary from organicweb.com.au and
thank you for joining me.