WHY ARE OPEN AND CTRS SO MUCH HIGHER ON SUCH SMALL SENDS?bstout723
In many instances, clients — used to our benchmark open and CTRs of 10 percent and 1 percent respectively — are alarmed when they execute a very small send (particularly when quantities are in the thousands, by what seem to be far higher rates than our standards.
DigDev pays special attention to campaigns that in such small quantities namely because we want to ensure exposure to as much of a small recipient pool as possible.
In these cases, our IT and fulfillment teams are instructed by management to follow the campaigns and ensure that additional mail is sent gratis to ONLY the individuals who didn’t open the email.
As such, consider that on a send of 2000 names, only 100 people open. That’s a 5% OPEN rate and is not within the guidelines of our guaranteed services. As such, we will go the extra mile to ensure that we offer maximum potential for exposure, opens and clicks to ensure that benchmarks are hit.
Lastly, on such small sends, even one additional send to non-opens can have a significant impact on opens and click thru rates.
In this case, seeing open rates FAR higher than our normal benchmarks is not uncommon.