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Here are some quick email marketing benchmarks for my dog category business:

  • The email open rate averages 50%;
  • The clickthrough rate averages 10%;
  • In the last 12 months, about 1/6 of my list has not opened any of my emails.

Overall, I am pretty pleased with my list performance, it’s open rate and engagements.

Some things that help:

  1. Don’t send emails very often – one to two times a month for us;
  2. Make them especially entertaining – use fun content with lots of images and video;
  3. Always send a copy of the email a few days after the first email to those that did not open it – that usually gets me another 5-10% open rates;
  4. Try to use headlines that increase response.