I get many questions about why email open rates are so low and if Campaign Enterprise is somewhat to blame. People struggle with trying to understand and explain to their managers why the numbers are lower than you would expect. If people signed up for an email could they at least open the email? Obviously there are reasons, some technical, some with the impact of the email subject or content, but mostly it is just the fickleness of people. For the technical side of things, at Arial Software we have constantly looked for new ways to make sure if an email is opened that we know about it, and tests have shown these numbers are extremely accurate. Regarding the content of the message, that is the realm of the people creating the email content to capture people's attention but not scare them away. So, regarding the actual people themselves, we don't have control of that, but what we can show is that even though the open rates seems low, from a standpoint of getting a word out to those interested, email is still the best value out there.
To show your management how you are doing, we have some sources of information for you. Some of the greatest sources of information concerning email trends come from email services like Constant Contact and Mail Chimp. Since they deal with so many industries all over the world there statistics are excellent and revealing. Below are some links to charts of industry standards for email responses. From what we have found, our client's open rates tend to be higher than average from this chart mainly because our clients have extremely targeted recipients.
Click Here For The Constant Contact Response Rate Chart
Click Here For The Mail Chimp Response Rate Chart