Definitions
To understand the data, here are some definitions:
- Total emails sent: The total number of emails sent.
- Opened: The number of emails that were opened.
- Open rate: The percentage of emails sent that were opened.
- Clicked: The number of times links in the emails were clicked.
- Click rate: The percentage of emails sent that had a link clicked.
- Unsubscribed: The number of people who opted out of receiving emails.
Additional Definitions for Context
While the article focuses on the metrics listed above, here are some additional definitions to provide a more complete understanding of email marketing terminology:
- Click-through rate (CTR): This is a metric often used in advertising. It’s the number of clicks on an ad divided by the number of times the ad was shown.
- Email click rate: This is the number of clicks on links in an email divided by the number of people who received the email. It shows how effective an email campaign is at getting people to engage.
- Signup rate: This is the number of people who complete a signup form divided by the number of people who were shown the form. It measures how well a signup process works.
- Number of clients: This is the total number of customers a business has.
- Number of emails sent: This is the total number of emails sent by a sender.
- Average click-through rate: This is the average CTR for multiple ad campaigns.
- Average email click rate: This is the average email click rate for multiple email campaigns.
- Unsubscribe rate: This is the number of people who choose to stop receiving emails, divided by the number of people who received the email.
Client Data
The data comes from 100 email campaigns sent by seven clients using MailerLite. These clients are in different industries:
- Agriculture
- Outdoor gear
- Community development
- Motor vehicle garage equipment
- Real estate
- Home construction
- Physical marketplace
These MailerLite accounts use RSS-to-email, which automatically turns website blog posts into email newsletters. This helps clients build their email list and get more website traffic.
Emails Sent
The total number of automated emails sent by these clients is 20,973.
Emails Opened
Out of the 20,973 emails sent, 5,603 were opened.
Open Rate
The average open rate is 31.89%. This is considered a good open rate. The lowest open rate was 13.75%, and the highest was 68.75%.
Emails Clicked
There were 1,292 clicks from the emails to websites or the web version of the email. This averages 13.05 clicks per campaign.
It’s important to note that these campaigns were automated. Clients simply added content to their blogs, and MailerLite sent the emails. This is a “set-and-forget” type of marketing.
Click Rate
The average click rate was 9.71%. The lowest click rate was 0%, and the highest was 30.77%.
Unsubscribes
Out of 20,973 emails sent, 114 people unsubscribed. This is about 16 unsubscribes per client.
Conclusion
The data shows that email marketing is still effective.
These results are especially good because the email campaigns were automated. Clients didn’t have to spend time creating each email. MailerLite’s RSS-to-email feature does it for them. This is a very efficient way to increase website traffic.