When you send out a piece of direct mail you never quite know how many people were interested in what you had posted them and opened the envelope, and how many went straight in the bin. One of the joys of email marketing is that if you use the right piece of software, you can monitor the 'open rates' (how many people opened and read your email as opposed to putting straight in the trash).
So what's the average? Well I was having a debate with the lovely Clare Yarwood-White of Yarwood-White.com and Sophie Devonshire of Babes With Babies and Sophie came up trumps with an answer. I'm sure she won't mind me sharing this with you.
The average open rate is usually around 26%, but this will compare depending on who you're marketing to and the industry you're in. Lyris HQ, internet marketing experts have created a fantastic article here with a LOT more content. So I'll leave it to them to give you the detailed lowdown!
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