Found a stat that shocked me about enterprise email open rates

I was looking at a report from Litmus last week and it said the average enterprise B2B email open rate is only 23.4%. That feels super low considering how much money my team spends on list building and content. Does anyone else find that number surprising or do you see similar results in your campaigns?

2 comments

2 Comments

tessa_clark7429d ago

The real shocker is that 23.4% probably includes internal testing and emails sent to distribution lists full of dead addresses. Most enterprise teams don't clean their lists well enough, so that number gets dragged down by people who left the company years ago. If you strip out the junk, the real open rate for active, targeted contacts is likely higher but still depressing.

gavina7329d ago

Dead names dragging down the numbers like always. Why do companies refuse to scrub their lists?