是你的电子邮件营销尽可能有效吗t to be? One of the first things to do if you're not getting the return you want on your email marketing investment is to check your open rates. Open rates are a great indicator of how engaged your email subscribers are in your content and your brand. A low open rate might mean that your segments are off, you're reaching the wrong people, or that your content is lacking. But what even is a good email open rate for your industry? And, maybe most importantly, how can you fix low email open rates? Here we'll answer all your questions about average email open rates by industry in 2022, why open rates are so important, and how you can fix yours if they're low. Let's get started!
Average Email Open Rates by Industry 2022:
Year after year, many words are spilled over how "dead" email marketing is. And, year after year, email marketing proves that it's still one of the strongest marketing channels around. Seriously. It has a3800％–4400％的投资回报率（取决于研究）。这意味着您每花费1美元用于电子邮件营销，您有可能获得$ 38- $ 44！当然，这是最古老的数字营销渠道之一，但是这些年来，电子邮件仍然强劲，这证明了其有效性。
It shouldn't come as a surprise that email marketing is so powerful. After all, more than 4 billion people worldwide use email (The Radicati Group)—nearly 52% of the entire world population. And, a whopping 61% of those email users say they enjoy receiving promotional emails weekly (Marketing Sherpa). What that means to you is thatemail marketingis probably important for your brand. If you're not already, you should be using it. If you're already using email marketing, you should be tracking your email marketing benchmarks to make sure you're getting the most from your investment.
电子邮件营销基准
Email marketing benchmarksare how you track the performance of your email marketing campaigns. While we're focusing on email open rates here, there are several benchmarks and metrics that are important to follow. Tracking and measuring your benchmarks can help you build stronger strategies so you can continue to grow your business year after year.
什么是开放率？
An open rate is a term used to describe the percentage of email recipients that opened an email after receiving it. It's a pretty simple concept for something that can provide email marketers so much information about the effectiveness of theiremail marketing campaignsor the viability of their email marketing list. Here's how to calculate your email open rate:
Your email marketing service provider should be able to give you granular information about your email open rates, right down to email marketing metrics for individual subscribers on your list. Open rates are a great way to find the people on your list that aren't engaged with your content so you can target them with a winback campaign (sometimes called are-engagement campaign) with the goal of cleaning the inactive and disengaged subscribers from your list. We recommend cleaning your email list at least once each year.
What Is a Good Email Open Rate?
A good email open rate is one that meets the average across industries—right around 17%. Having said that, different industries have different average open rates. The best way to determine a good email open rate for your business is by tracking your actual open rates for a full quarter and averaging them. That gives you a benchmark against which you can measure your open rates over time to ensure that they keep improving.
为什么开放费率很重要？
您的开放率可以告诉您有关特定电子邮件或电子邮件营销活动的许多事情：
- If your email made it to the inbox and didn't get caught up in increasingly powerful spam filters
- If you targeted the right segment of your audience
- If your subject line was compelling enough to get folks to open the email
- 如果您的前文本引人入胜
We don't need to tell you that if nobody opens your emails, you're not going to get a great return on your email marketing investment. That has a ripple effect—if nobody opens your emails, they're not clicking through to your landing or sales pages, and if they're not doing that, you're not making sales. If you have low open rates, these are the things you can test.
Average Email Open Rates by Industry—Benchmarks for 2021
So, what are the average email open rates by industry? In this section, we're going to share details from Constant Contact's March 2021 research. As you'll see, religious organizations enjoy the highest email open rates at 29.42% with primary and secondary education emails coming in second at 28.44% and government agencies and services rounding out the top three at 28.22%. Given the fact that 2020 was filled with uncertainty, it's not really surprising that these three industries saw increases over previously reported numbers.
On the other side of things, the bottom three industries for email open rates are consulting and training (11.38%), retail (11.04%), and closing it down with automotive services getting an email open rate of just 9.72%.
- All Industries—Overall Average: 16.97%
- 住宿（例如，酒店，旅馆，B＆B，露营地）：17.29％
- Accountant: 16.94%
- Animal Services: 21.23%
- Art, Culture, Entertainment (e.g., galleries, museums, musicians, theatre, film, crafts): 17.79%
- Automotive Services: 9.72%
- Child Care Services: 22.99%
- Civic/Social Membership (e.g., associations, chambers, clubs): 12.63%
- 培训顾问（例如，营销，管理）：11.38％
- 教育 - 小学/中学（例如小学，中学和高中）：28.44％
- Education – Higher Education (e.g., colleges, universities, trade schools): 19.55%
- 财务顾问：12.26％
- 健身中心，体育，娱乐（例如，瑜伽工作室，保龄球馆，健身房）：17.48％
- Fitness/Nutritional Services (e.g., personal trainer, wellness coach): 12.73%
- Government Agency or Services: 28.22%
- Health & Social Services (e.g., hospital, elder care, adoption services): 21.84%
- Health Professional (e.g., physician, dentist, chiropractor): 16.60%
- Home & Building Services (e.g., construction, HVAC, landscaping, design): 19.59%
- Insurance: 16.69%
- Legal Services: 17.80%
- Manufacturing and Distribution: 14.29%
- 营销，广告，公共关系：12.40％
- Other: 12.13%
- Nonprofit: 21.62%
- 个人服务（例如，干洗，摄影，管家）：16.70％
- 专业服务：14.30％
- Publishing: 15.51%
- Real Estate: 13.42%
- 宗教组织：29.42％
- Restaurant, Bar, Cafe, Caterer: 14.71%
- Retail (e.g., brick and mortar, online): 11.04%
- 沙龙，水疗中心，理发师（例如指甲，晒黑）：14.26％
- Technology (e.g. web developer): 12.44%
- Transportation: 13.97%
- Travel and Tourism (e.g., limo driver, tour guide, reservations): 15.02%
B2B和B2C电子邮件之间的区别
There's a slight difference in email open rates between B2B and B2C industries. According to the Data & Marketing Association's 2019 Email Benchmarking Report, B2C emails average a 21.9% open rate. B2B emails get a lower open rate of 20.8%.
电子邮件开放率取决于电子邮件的类型
Email type also has an impact on open rates. According to reports by Experian,welcome emailshave a mind-blowing 57.8% open rate, and transactional emails are even higher, averaging between 80–85% (Mailgun). This is important to note because many brands miss out on prime marketing opportunities by not taking advantage of transactional and welcome emails.
Improving Your Email Open Rates
如果您的电子邮件开放率很低，那么您可以采取一些措施来改善它们。最好的部分？这也将对您的营销活动的其他方面产生影响。让我们看一下您可以使用的一些技巧improve email open rates，无论您的行业如何。
工艺引人注目的主题线
Your subject line plays an enormous role in getting email recipients to open your emails. Subject lines should grab readers' attention and entice them to click on your email. This usually means using subject lines that pique curiosity or evoke emotion. Here are a few quick tips toimproving your subject lines:
- Keep it short
- Include emoji
- 使用个性化
- 添加数字
- A/B test
Use Pre-header Text Strategically
Pre-header text is 3–140 characters that show up on some email clients under the subject line. Some don't show them at all, so make sure your主题行and email work just as well without them, too. Since they're so short, you'll want to start your pre-header text with the most interesting information. Here are some tips to create compelling pre-header text:
- Make it unique (don't just repeat the subject)
- Build curiosity instead of summarizing what's in the email
- Add a call to action
Improve Your Deliverability
Email deliverability is super important to all email marketers. High deliverability means that your emails are more likely to get to your recipients' inboxes instead of getting relegated to spam or bouncing back. Here are some things you can do to make sure that your emails make it to the inbox:
- Keep your email list clean
- Use proper spelling and grammar
- Make sure you're in compliance with email marketing regulations like the CAN-SPAM Act and GDPR
Include Valuable Content
If the only thing you ever do with your emails is to try to sell to your subscribers, they're eventually going to stop opening your emails. That's why it's so important to include a mix of email types in youremail marketing strategyand include content that's educational, entertaining, and engaging for your subscribers. The more valuable your emails are to your readers, the more likely they are to open your emails.
创建移动优先的电子邮件
根据CONTUST CONTACT，截至2020年，移动设备占电子邮件的60％。如果您的电子邮件至少对移动设备不友好，那么您会错过的大量收件人。这是确保您的电子邮件对移动电子邮件用户良好工作的方法：
- Use a single-columnemail template
- 保持设计和内容简短，甜美和简洁
- Use size-appropriate fonts that are easy to read
- 减少图像
- Use a single call to action
个性化你的邮件
多年来，个性化在电子邮件营销中一直在流行，这有充分的理由：在美国，大约88％的营销人员可以通过个性化（Interkage）来衡量竞选性能的可衡量改善。以下是您可以增加个性化并提高电子邮件开放率的一些方法：
- Segment subscribers right away
- Use subscribers' names
- Use dynamic content
- Send emails in recipients' time zones
- Pay attention to the email data you have to find out what emails resonate
Wrapping Up
电子邮件营销人员始终想知道他们的广告系列和个人电子邮件的表现，开放率是第一个也是最明显的迹象，表明您的营销信息正在引起目标受众的共鸣。您可以使用行业的电子邮件开放率来查看您自己的电子邮件的性能，但是我们强烈建议您使用这些数字作为目标，并检查自己的电子邮件营销数据，以建立衡量您的性能的基准。
