Did you know that the number of email users has grown so much and is expected to reach 4.3 billion in three years? Calculating this, it’s more than half of the world population!
With such a forecast carried out, it has become very clear why tracking and making improvement to email metrics are very important for marketers. Most of them are conscious of general key performance indicators, such as the email open rate and click-through rate of the email. But it is not everybody that is aware of what the email response rate tracking can reveal and the way you can work with this metric. Let’s go through this.
How The Email Response Rate Can be Calculated
If you want to calculate the email response rate, the number of unique email responses should be taken, and divided by the number of successfully delivered emails, and then multiplied by the received number by 100. In other words, it is the percentage of those people who for one time have responded to your email out of all the people who received your email in their inbox.
Keeping in mind that not all your emails were delivered. Thus, while you are measuring the email response rate, do not just use the number of all your sent emails. Check if they have been delivered successfully.
What is the average rate of response?
The response rates can vary all depending on the type of email and the industry, so setting benchmarks for this metric is not at all as easy as for rate of email opening. Some survey specialists have claimed that an adequate average rate of email response can be estimated at the rate of 10%. For cold emails, however for that of the benchmark is 30%.
Why Do You Have to Track Your Email Response Rate?
Even if an email response rate can not tell you everything, it is needed for your marketing success since there’s is a possibility that this metric can:
1. To indicate your subscriber’s engagement. It helps you get an understanding of how your recipients choose to interact with your brand and the reason why they are interested.
2. Showing you the effectiveness of your email campaign. The response rate of your email is sign of how well your email is performing, namely, CTA, how your list is effective, your email copy, and other variables are.
3. Facilitate the lead generation and sales. A good email response rate make sure that email marketing delivers a high ROI and that it brings desired results. Besides, it shows you which subscribers are loyal to your brand, and allows you to coordinate your lead generation strategy in the right direction.
Some Possible Reasons Why Emails Have Low Response Rates
Let’s see some of the things that affects a low reaponse. You should be aware of what aspects of your marketing strategy that can lower your metric. Many factors can cause a low email response rates. Let us check out some of the most common ones:
1. Purchased email lists
“Never you buy an email list” it is a statement every email marketing strategy should have their base on. Yet, some companies remain adamant to this and continue purchasing subscribers in bulk and then they start complaining about a low opening and response rates.
The purchased email lists contains subscribers that are non-qualified, i.e., incomplete data addresses or even those that do not exist any longer. Apart from your lowered response rate, such lists can damage your sender reputation.
2. Inactive subscribers
If your email list are abounds in contacts who do not open your messages, it is only a natural thing that your response rate will also suffer. Your list should be kept clean by removing the inactive subscribers or by sending them a re-engagement campaigns from time to time.