Extra Features and Video Online FloristsReview.com
R E A D O N L I N E
59
click-to-open rate (clicking on a link within an email)
is 1.33 percent.
ese figures vary slightly from industry
to industry and from month to month, as Constant
Contact examines the data from more than 200 million
emails its users send every month. ey also vary
depending on the type of device a recipient uses, the
type of email campaign, the type of offer made, quality
of subject lines, audience demographics, and even the
email provider used
(Gmail nets the highest click-
through rates, by far, followed distantly by Outlook/
Hotmail/Live/MSM and Yahoo! Mail).
In some industries, click-through (open) rates of 25
percent to 45 percent are standard, and click-to-open
rates (clicking on a link within an
email) of 2 percent to 3.5 percent
are common. Dave Chaffey,
Ph.D., cofounder and content
director of
Smart Insights,
an online digital marketing
platform, says that he prefers
to examine click-to-open rates
because they show engagement
with the copy and creative.
Conforti shares that when
Bloomerang examined its
December 2022 data, it found
that the company's retail florist
customers were getting click-
through (open) rates of 25
percent to 30 percent, and their
click-to-open rates averaged
4.5 percent.
I recommend that 50 percent to 75 percent of your
marketing emails be informational, with 25 percent
to 50 percent being sales focused. — Ryan Freeman
"
"I couldn't believe my eyes when I saw those metrics," he
exclaims. "Unfortunately, I don't think enough people in
the flower industry understand just how powerful email
marketing really is—and these numbers prove that."
For the retail flower industry, Conforti concludes
that, in general,
a good email campaign will result
in purchases from 4 percent to 5 percent of the
recipients.
Four percent of 1,000 emails—that's 40
orders. And remember, as Conforti mentioned earlier
in this article, be sure to include a code in each email
so that you can determine the success of each email
campaign and learn what works and what doesn't.
