May 24, 2018

Should you accept a 25% email open rate?

I spotted a thread on Perry Marshall’s forum yesterday where a copywriter I know was complaining about email open rates. Open rates on one of his accounts had dropped from 25% to 15% overnight.

He suspects his emails are appearing under the Gmail ‘Promotions’ tab.

Facts are facts. If you rely heavily on email you HAVE to play by someone else’s rules. Where your emails appear is ultimately determined by Google, Microsoft and other Email Service Providers.

Also, a 25% open rate is now considered good. Are you happy to accept that as the fruit of your list building efforts?

In my systems I only ask for email address up front, but I soon look to gather someone’s mobile phone number and mailing address too. In exchange for something valuable, of course.

An email address always has been a fairly transient piece of information about someone. Many personal email addresses only get checked occasionally. Work addresses get checked more often, but only for as long as the recipient stays in the same job!

I have an SMS service and a mail house integrated to Infusionsoft. I don’t send loads of text messages and mailers, but the option is there.

Email isn’t dead, but it’s time to broaden the conversation beyond email.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.

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