72% open rate and 10.3% click rate on one campaign to an existing list
One campaign to a list the client already had, written as a single plain offer to the right segment. 72% of the people it reached opened it and 10.3% clicked, against 35.9% and 446% lifts on the previous 30 days.
- Client
- Service business (not named publicly)
- Industry
- Local services
- Location
- Australia
- Service
- Email Marketing
The problem
The list was being sent a generic newsletter, when it was sent anything at all. Opens were in the 50s and clicks under 2%, so the list was costing money to keep and making none.
The work
- Segmented the list to the people the offer was actually for.
- One subject line, one offer, one button. No newsletter padding.
- Sent from a named person, at a time the segment was known to open.
- Measured against the previous 30 days in the same platform.
Period
One send, measured against the platform’s previous 30-day figures.
Measurement
| Open rate | 72.0%, up 35.9% on the previous 30 days |
|---|---|
| Click rate | 10.3%, up 446% on the previous 30 days |
| Source | The email platform’s campaign report, screenshot untouched |
Attribution
Open and click rates are the platform’s own. Opens are inflated by mail clients that pre-load images, so the click rate is the number that matters.
Corroboration
The screenshot is from the client’s email platform. The client is not named.
Limitations
- One campaign. A good send to a warm segment is repeatable, but it is not a monthly average.
- Open rates across the industry are inflated by privacy features that pre-open mail; clicks are the honest figure.
- No revenue figure is attached to this send, so it proves engagement, not sales.
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The work behind this result
The three services
The parts of the job