Email is one of the most prolific forms of communication. It also happens to be one of the most effective marketing tools for businesses. When it comes to using email to encourage feedback from your subscribers, improving email response rates should be a top priority.
Though email response rates may seem self-explanatory, there’s a lot to this particular marketing metric. From gauging interest in your products to answering questions about your processes, email responses give you a chance to offer personalized insight to your subscribers that can increase conversion rates.
What are email response rates and are they important?
Email marketing simply isn’t very effective if you don’t measure results and learn from them. Though every business has its own approach to measuring results, most marketers have a similar engagement funnel:
- Open rates: a measurement of how many emails your subscribers open in an email campaign.
- Click rates: a measurement of how many subscribers click on images and links in your email campaign.
- Conversion rates: a measurement of goal-oriented actions taken by your subscribers.
- Response rates: a measurement of how often subscribers reply directly to your email campaigns.
- Unsubscribe rates: a measurement of how many subscribers choose to unsubscribe from your email campaigns.
While each of these measurements is important, your email response rate can provide valuable insight into how your campaigns are performing. They also allow you to engage with your email subscribers, potentially converting them to customers in the process.
So what is a good email response rate? The average email response rate is 10%. As with tracking other marketing metrics, your email response rate will vary depending on several factors. Three factors that determine marketing metrics are:
- Audience: an email campaign for a large, diverse audience is more likely to see higher email response rates than a campaign to a smaller, niche audience. Best database provider | Whatsapp number lists
- Content: an email campaign that describes a India WhatsApp Number List new product or includes a survey can generate higher email response rates than generic content like a newsletter.
- Industry: an email campaign from the B2C industry will see different email response rates than campaigns from the B2B industry.
A good rule of thumb is to gauge how your open rates stack up in your industry. If you have higher open rates, you can feasibly expect to see higher response rates.
5 tips and examples for improving email response rates
Email response rates are an effective way to encourage new leads. Whether your subscribers are asking a question about their favorite product or inquiring about your price structure, improving email response rates means your sales team has warm leads to follow up on.
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1. Use personalization to draw your subscribers in.
Email personalization is a powerful tactic. It can increase a campaign’s open rates, something that’s critical to improving email response rates. In fact, using personalization in your subject line means your subscriber is 26% more likely to open your email. This email from Uber is an excellent example of a highly personalized email that can encourage responses from your subscriber:
The email includes several highlights specific to the subscriber. It also includes helpful advice tailored to their personal habits. Emails that include tailored details about your subscriber’s performance can lead to questions about how they can improve their stats, which, in this case, means Uber benefits from having their driver on the road more often (which benefits their bottom line).
2. Hype your newest or most-loved products.
Your email subscribers already love something about your company or products. Take advantage of that by using product launch campaigns. An email that includes details and high-quality images of your new product can inspire inquiries from your subscribers. Take a look at this email from Lululemon, which highlights the return of one of their most-loved products:
With a catchy subject line—“They’re back (with a textured twist)”—Lululemon invites readers to see what’s returned. They only include a few details and images, along with their CTA, but leave a lot of information out that can encourage subscribers to respond directly. Include enough information to get people excited but leave a little room to open a dialogue for the most responses.
3. Segment your email campaigns for the best results.
List segmentation is an effective way to increase the overall performance of your email campaigns. It can also improve email response rates. Targeting the right subscribers means you’re more likely to see interest and engagement from them. MeUndies, which sells matching undergarments for everyone, uses gender to target their subscribers with the right style and fit