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We analysed billions of emails sent by thousands of Australian organisations in 2018.
These campaigns were sent to subscribers around the world from Australian brands using Campaign Monitor.
Open rate is the percent of opens out of the total delivered emails.
Open rates vary depending on subject lines and cadence.
Bounce rate is the percent of subscribers who didn’t receive your email.
Bounces are emails that can’t be delivered, sometimes due to sender reputation, inbox providers, and other factors.
Click-through rate is the percent of recipients that opened and clicked on a link or image out of the total delivered emails.
Click-through rate can show you what topics, images, copy, and CTAs lead to the highest engagement.
Click-to-open rate measures how many clicks came only from subscribers that actually opened an email.
Click-to-open rate measures how compelling your content is, since you know these subscribers decided to click through after opening.
An unsubscribe occurs when a subscriber opts out of receiving more emails from you.
Your unsubscribe rate can teach you if certain content, topics, or send cadences result in a spike of unsubscribes.
Your metrics can tell you how you stack up against the competition. But your metrics can also tell you how well your email marketing strategy performs over time.
The secret to seeing your best return is to learn what tactics work with your audience, then incorporate those strategies across the board.
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