The numbers in the second paragraph are perhaps not too relevant to the average SME – though they validate the programme as a major email campaign! The opening line shows interesting stats. That there were 250,000 visitors to the O2 blueroom website shows this is a statistically valid result. They also laud a 27% open rate as 50% higher than average which tells us O2’s expectation would be an open rate of 18%. Similarly the normal O2 expectation on click through rate (CTR) is around 9% (this is 9% of opened emails, not sent emails) So we can use an Open Rate of 18% and CTR of 9% as benchmarks. If they are good enough for O2 then they are good enough for us – but now we need to try to beat them! Back to my new email marketer: maybe a 53% open rate isn’t too bad after all…. Enjoy.
