I’ve been running some forecasts and conversion projections for an eCommerce email marketing strategy. It made me look for industry average email open and click through rates and website conversion rates. Mailchimp offers industry average open and click through rates (from emails sent rather than emails opened) but because website data is centric (meaning it’s not available to enquiring minds like mine), there’s no research that has industry averages for email conversion rates.
As you can imagine, there is a lot of variation between business models, between product types, between marketing strategies and most importantly between websites and their user experience and payment gateways – so their email marketing conversion rates are different as well. So to make these projections for my client, I have to use my own experience.
Converting email clicks to sales
I’m very keen on reporting so I have data on email campaigns that I’ve run over the last 5 years, where I can see my own email marketing conversion rate. I’ve run projections on the High (8%) and the Low (5%) side of these conversions, rather than the average. I figure this shows the best-case scenario.
As I work mostly with non-profits, I compared the retail industry with the non-profit sector and charity organisations. You can see a much healthier open rate for not-for-profit emails and a reasonably strong click through rate (showing good engagement from your supporters). The retail industry is enjoying higher click through rates, but we do live in a capitalist, consumer culture, so this isn’t very surprising.