Average opt-out rate and open rate for Square Marketing campaigns

[Russ1]

What is the average open rate and opt-out rate for a Square marketing campaign? I'm looking for some benchmarks

[VanKalkerFarms]

We had 15 campaigns over a three month period.  had anywhere from 31% to 52% open rate, each with around 1,500 emails.  most were in the mid to upper 30% open rates.  The total number of unsubscribed was 33.

[XtinaDam · Accepted solution]

@Russ1 Thanks for your question!  Happy to share some benchmarks with you.

Open rates can vary pretty dramatically from business to business, but the general rule-of-thumb is over 20% is a good open rate. That can be surprising for some people to hear, as we'd all love 100% of customers to read our messages, but it's true. @VanKalkerFarms you are seeing some really good results with those numbers - congrats!

If you'd like to read more about open rates and tips for increasing them, here are a couple blog posts:

What's a Good Open Rate?

8 Ways to Drastically Improve Your Email Marketing Subject Lines

As for unsubscribe rates, anything less than 1% is  within industry norms. That being said, if you are emailing a good number of people for the first time, the number can go higher, but then tends to settle to a steady state over time.

The Square Marketing team has been looking at ways to incorporate more benchmarks and guidance like this into reports. Would you find that useful? Is there anything else you'd like to see to help you better understand your campaign performance?

[MPS_Consulting]

love to see list of opt out clients... It would help me to know how to educate my groups

[edwardwb]

Hi @MPS_Consulting, apologies for the delay. We're working to provide additional details about indviduals who have interacted with your emails. I'll be sure to post an update once those changes have been made!

[Anthem]

This is an old topic but one worth keeping alive for users still getting familiar with the marketing tools or those interested in initiating a direct email campaign.

We are a coffee shop, our customer list is about 49,000 over the past 9 years with about 6,000 of them opting-in to our email marketing. 

We have 5 automated campaigns running non-stop. Lapsed customer, 1st-time customer, 1-point away loyalty, birthdate request, birthday celebration coupon. Across all five we have an average open rate of 47% with the highest being Birthday Coupon @ 54% and the lowest being Lapsed customers at 43%. These campaigns have brought substantial business through our doors, created more loyal customers, and incentivized repeat visits. 

We have an opt-out rate of less than .4% 

I too appreciate benchmarks. So, maybe some additional data points will be helpful to someone. Happy hunting.