From an exclusive survey of LERN members, we now have benchmarks for email promotions.
For General E-Blasts
Targeted email lists perform much better than general email lists. Here’s the benchmark percentages for a general list for lifelong learning programs:
– Open rate: 28%
– Click rate: 5%
– Click through rate: 18%
For Targeted Lists
Open Rate: 35-40%
Click Rate: 10-20%
Click Through Rate: 25-35%
“The most important thing if you are going to be sending many emails to the same targeted list is to record your metrics and see how they compare to each other,” says LERN’s Brendan Marsello, who did the survey and report. “Since targeted lists vary so much it is hard to say the exact ideal metrics but a targeted email should do better than your general emails,” he noted. “And your click and click-through rates should be significantly higher because, in theory, you are sending people something they want or is relevant to them since they are on the targeted list.”