TAS 673 What’s a Good Email Open and Clickthrough Rate? Ask Scott #211

Are you fired up and ready to keep pushing the envelope? What is keeping you headed in the right direction with your business? If you need a little jolt to spur you on – you’ve come to the right place! It is time for another session of Ask Scott here on The Amazing Seller! On this episode, you’ll hear from Scott as he shares an update on TAS events and resources, answers a question from a TAS follower like you, and much more! Have pen and paper ready – you don’t want to miss a minute of this helpful episode!

Make sure to diversify!

If you’ve been part of the TAS community for very long, you know that Scott is passionate about helping sellers like you diversify your channels and income streams. How are you doing on that front? Are you still largely dependent on Amazon, or have you started to build out your brand presence on social media and through your home base? Remember – there are a ton of TAS resources at your disposal to help you take your ecommerce business to the next level. Check out the links in the resources section at the end of this post!

Clickthrough rates and email list building.

As you follow Scott’s advice, and you build your ecommerce business, you might be wondering, “What open and click-through rates should be looking for?” You are asking the right questions! According to Scott, a good number to shoot for is 20% of your list to open your email. For click-through rates, the number to shoot for is 2-3% of your email list. Now, that might not sound like a lot but if you are pouring your energy and focus into social media channels and cultivating your email list – you are headed in the right direction. To hear more from Scott about this critical topic, make sure to listen to this episode of The Amazing Seller!

FREE TAS Classes made for you!

What are you doing on Wednesday, May 29th or Thursday, May 30th? Do you want to learn how to get UNLIMITED TRAFFIC in any market, to build or scale your brand? Of course, you do! Listen up – right now; this class is FREE. Yes, you heard that right – FREE! The catch is, you have to attend this virtual event LIVE on the 29th or 30th. Scott is going to start rolling out special TAS LIVE virtual events like this one, and he wants you to get in on the action. You can check out the link in the resources section for more info – don’t miss it!


  • [0:03] Scott’s introduction to this episode of the podcast!
  • [2:15] TAS announcements and updates.
  • [6:30] Scott’s thought of the week; diversify!
  • [7:20] What are good email open clickthrough rates that I should aim for?
  • [15:00] How you can address poor open and clickthrough rates.
  • [19:50] Don’t worry about people unsubscribing to your email list!
  • [21:00] Closing thoughts from Scott.
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TAS 673: What's a Good Email Open and Clickthrough Rate? Ask Scott #211


Hey, what's up everyone? Welcome back to another episode of the amazing seller podcast. This is episode number 673 and session number 211 of Ask Scott, this is where I answer your questions here on the podcast and guess what? We're going to do it again here today and…

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…I am fired up that you're here once again with me after that

00:23   211 weeks. That's about how many weeks it's been not about, that's how it's actually, it's been a little bit more because I've had a couple of ascot sessions that we've, uh, that we've replaced with something that might've been important that I needed to share, but there's been at least 211 weeks that we've been showing up because every Friday I've been doing them. And today we're going to do this one and this one here. I'll just give, give you a little bit of a heads up on what it's going to be about. What is a good email open ray or click through rate. And for those of you that don't know, we're going to explain exactly what that is, what it means. We'll also talk a little bit about is email dead, should I keep using it? And I think you guys all know that I'm still a pretty big fan of email list building and all of that stuff, but that's what we're going to be talking about.

01:16   It also goes hand in hand about what I've been talking about this past week really heavily and that is traffic. I think, uh, if you can get attention in a market, it's going to be a lot easier to make money but also sell your products and get more traffic and have the, you know, the word spread is really, it's kind of like word of mouth marketing in a sense as well. Um, but before we jump into that topic here today, I want to remind you if you have a question that you want to ask here on an upcoming ass got session, all you have to do is head over to the amazing seller.com forward slash ask and you can do it there. Just leave your first name, where you're tuning in from. And then a brief question and I'll do my best to answer it here on an upcoming ascot session, which I would love to do because I love hanging out with you guys and like I said in the past, it's kind of like we're sitting around at a coffee shop to shoot the breeze about business, about life and uh, that's what we're going to do here again today.

02:16   Now a couple of announcements. Okay, I've got two announcements. Number one, brand accelerator, live tickets, depending on when you're listening to this, they're still available. We are now at the early bird price, not the super early bird price that has passed and right now you can still get a discount on your tickets but that will be ending middle of June. So make sure that you grab your tickets if you haven't done so already. Brand accelerator, live.com that is our conference. That is our live event where we're going to be getting a lot of people together that are likeminded, that are going to help one another. But also we are going to take action together and I have speakers coming in. I haven't announced all of them yet. I've got some really awesome ones that I can't wait to share with you, but really we're going to be talking about just what it says.

03:07   They're accelerating your brand, knowing more about traffic, your asset, building, your list building, but also how to optimize your current Amazon listings and that channel. We're not going to forget about that because that's really, really important, but we also can do a lot more things once we have control of our traffic. Once we have control and attention in that market and that's what we're going to be talking a lot about in that conference or at that conference brand accelerator life. So if you haven't grabbed your ticket, make sure you do so before you forget or before you wait until the price either goes up or before the tickets are all gone. All right, so definitely, definitely go grab your ticket brand accelerator@live.com all right, the second announcement, I mentioned it on the last two episodes. We are doing something new. We are going to test this idea with a live audience.

03:59   Okay. Now this isn't going to be in person, it's going to be more of a virtual training and these are more or less like micro trainings where we dive really deep into a specific topic. All right? And an area and well you might've guessed it, traffic's pretty big. And if we can turn that traffic into profit, not just by selling our current products, which that will happen as well. If you already have products, this is definitely going to be for you. But there's something that we're putting together that we're going to be doing on May 29th and 30th for free. You are actually going to be able to attend this two day class where we're going to teach you everything about traffic and profits and whether you are already selling on Amazon or in your own ecommerce brand or if you haven't even started selling your own physical product.

04:48   Definitely for you. Because we are going to show you exactly how to get tons of traffic in any market and how to turn that into profits through ad networks, affiliate offers, and also physical products. Yes, those two. All right. And, uh, that's what we're going to be doing. If you want more information on how to attend this class, it will be live and it will be free for anyone that is attending live after the fact. This is going to turn into a paid training. So just to kind of throw it out there, we're doing this and we're going to be recording it. So later we are going to be offering this as one of our paid trainings, which it'll still be very affordable, but it is going to go deep into how to go out there and create traffic over time. Have that build upon itself.

05:32   And as you're doing that, turn that into profits. Even if you're not currently selling a physical product. If you are selling a physical product, this is going to be a huge advantage for you as well. All right, so how do you get access to this class, this live training? Well if you're listening to this before and May 29th and 30th you can head over to t a s class.com and you can get all the details there and register and make sure that you are notified to remind you that we will be going alive. All right, so t a s class.com go there and register if you're listening to this after May 29th or 30th we are going to be doing other classes or we're also going to be offering these as a paid training so you can always go there and invest in one of these trainings.

06:17   So head over to tas, class.com for all the details. The first one though is going to be called traffic and profits. All right, so would that all being said, let's get to it. Usually I start, you know this part with my thoughts of the week. I'm going to kind of skip through that, but I will say it is diversifying. All right, and that's exactly what traffic allows us to do is to diversify our income, our traffic and all of that stuff, but diversifying our revenue streams and our traffic is so, so important. So I'm just going to touch on that. Let you think about that. Remind you of that and say, listen, we need to diversify. All right, so there's my quick thought for the week. All right, so let's go ahead and I am going to read this question. I also have a screenshot that I'm going to be actually looking at.

07:08   I will post that in the show notes as well if you want to look at it, but I'm going to be looking because one of my students actually started to build their list on Instagram and or their email off of Instagram and they had some questions about it and they wanted to know are these, are these open rates good or is this click through rate? Good. So let me just kind of talk about that really quickly. All right, while you're building an email list, all right, there's more than just building a list. There's a way of building a list to get the right people to raise their hand. What they are doing and what we do is building it through a contest or a giveaway, but it's really, really targeted towards that market. So I've said it before, I'll say it again. If you're in the bass fishing market, it would be like the ultimate bass fishing kit, a $200 value.

07:55   Uh, we're going to be choosing one winner and maybe even have a runner up if you want to. Um, or the runner up can also be a discount, a discounted price, a coupon for one of your products that we've done as well. Uh, but it's, it's a way that you can go ahead and get people to raise their hand. So this way here, they cannot, you know, you can communicate with people that are in your market and not just someone looking for something for free. Now, are you going to get people that are just searching for things that are free? Of course, but we're going to weed those people out. But this is pretty incredible. All right, these numbers here and I'm going to go ahead and pull that screen shot up so I can read it to you. All right, so here is what, uh, the question was, or I'll just kind of read what he had posted.

08:35   I've been building an email list organically through a link in my Instagram bio, so, okay. Timeout. All right. What that means is he's been building the email list, so sending people from it's Instagram bio because that's the only place in Instagram that you can post a link. Okay. Is in the bio. You can't, you can't, uh, have a clickable link in your comments or in your description of the post. It has to be in your, in your igg bio, in your Instagram bio. So that's what he's doing. So it's even harder to get someone, cause when you're, you know, you're, you're saying like, hey guys, I've got this thing. If you want access to it, go and click on my link in my bio. Now the other thing you could do is you could put the URL in the comments or in the description, it just won't be clickable.

09:20   But at least they could type it in if they want to. But anyway, just a little side note there. All right, so he says, these are the stats from my last four broadcast. I'm just curious if these stats are good or bad, open rate, click through, et cetera. I'm completely new to email marketing, so don't really know what to shoot for. Haven't launched a product yet. So trying to get better at these things while I'm still trying to source my first product. Uh, thanks for any help. All right, so again, this is great because he's already building this momentum. Okay. And this momentum is a, is going to allow him, uh, to go ahead and create a, uh, a very successful launch in the future if he wants to. And again, as long as this is targeted, I'm assuming that it is. All right. So currently, and I'm gonna, he's got three different breakdowns here.

10:10   Okay. This one, this first one went out to 274 email optins okay, so 274 people. All right. Out of those 274 people, 48.9% opened that email. Okay, so in the email marketing world, all right, getting a 48% open rate is unheard of. Now as you, as you grow your list and gets bigger, that will generally go down. We currently rate now in an autoresponder. Okay? And what an auto responder is is when someone signs up to your email list for whatever you're offering, it could be like five tips to catch more bass. The first email will come immediately after you can send it to trigger immediately afterwards, and then they'll get that thing that you offer them and then maybe two days later you'll offer another tip and then maybe a week later you offer another tip. Well, we have a 20 day sequence going out every two days and we're getting, right now, I just looked this morning, actually we're getting between a 32 and a 38% open rate on every single one.

11:16   So imagine this, you get someone on your email list, you start communicating with those people and you're getting 38% of the people to open your email on a regular basis and you're not sending those emails, it's automatically done cause you've already prewritten those. Again, that's for a whole nother conversation, which again, we'll probably be going deeper in that area. Uh, once we do the traffic and profits training that we're going to be doing. So again, Tas class.com a few skipped to this part and you didn't listen to the beginning of this, of this, uh, podcast. All right? So those are phenomenal. But the, the better number here that I'm interested in is 20.8% of people clicked. So again, just to give you some context here, generally if we can get a 2% click, 3% click works cited. All right? But again, as the list grows, that can tend to come down a little bit and you'll, you'll see here as this list grows because the next message he sends out to 320 emails, and from there he got a 39.7 so dropped a little bit.

12:24   Okay, open rate dropped to 13.4. Still very, very good. All right, now the list has grown and it's got 667 people. The open rate did go down to 27.4. I'm okay with that. Here's something that I like to shoot for. If I can get my email to be delivered and opened 20% to that list, I'm happy because the standard is generally 10 actually it's sometimes as low as eight, but 10 to 15%. Now here's, I want to put this into context as well. All right? So many people are building their followers, uh, you know on Instagram and then they have actually there's someone right now that I know has like 10 or 11,000 people that are following that page or right or that person and they might get a hundred likes. Okay, a hundred likes. That means that a hundred people seen it will out of 10 or 11,000.

13:21   That's not really that high of an operated all. That's like 1%, right. Ish. Somewhere in there. So not that great. But if you had 11,000 people on an email list and you had a, you know that same let's say 20%, right? You're talking 2000 right? 2000 people out of that 11,000. I would say that that's pretty good. Right? 2020 200 whatever, however you want to do the math. Okay, so Instagram good. That's good that you're doing that. But if we get him on an email list, get much better engagement. Much direct communications as well. All right, so I like it that they're building this following and stuff on Instagram cause probably the brand lends itself to that. But then getting them on an email opt in. You can see right here, an email list is a lot better. So again, that's why we want to be doing this.

14:18   Um, I should probably give you guys that other resources as well. Uh, I've done a free workshop in the past, myself and Chris Shaffer showing you exactly how we've built a list of from scratch, um, and all the components and all the pieces that make it work. You can head over to the amazing seller.com forward slash build list. Again, that's the amazing seller.com forward slash a build list and that'll give you all of those, all of those details, okay. And how, how you do that. But this is really, really good numbers. So why, why do we look at open rates? Why do we look at Click? Because we want to see how engaged the, the email list is. Now, here's the thing. If you're not getting a good open rate or good click through rate, there's a few things that we need to think about. Okay?

15:01   We need to say, okay, why aren't people opening our email? There's a couple of different things. Okay. One is what is the subject line? Why am I going to open that? If I'm a bat, if I signed up for the ultimate bass fishing kit or whatever, and you sent me something that said, uh, I don't know, let's say, uh, how to, uh, clean your boat. Like, Eh, it might not be in line, even though I might have a bass fishing boat right now, you might get a better response if you said how to clean your bass fishing boat without chemicals or something like that. Like maybe, and I put in their bass fishing, maybe that's better, but that's probably not going to be a good subject line. I'm not a good subject line. Might be like, um, new trick to catch more bass this weekend. Okay.

15:47   Yeah. I want to know that trick. Right? So then you get the curiosity element gets a better open rate. So you want to play around with this stuff. Okay. And you also want to keep them short and punchy. Okay. Or ask a question. Want to catch more bass this weekend question mark. Read to see how right like that's it. Like you curiosity open. Once we get the open, then we need to work on getting the click or at least getting them to do what we want them to do. That could be clicking over to a blog post, which again that is traffic by the way, right? So see what we did there. We have, we have, you know, this resource that we're building of content on our home base or on youtube or on Facebook or whatever, and then we can tell the email list, hey, we just posted something over here and we get them to go over there.

16:30   Now where that comes in handy is if you start getting impressions on your website, you can start to turn that into monetization, money, profit dollars, however you want to say it because you can turn adsense on it like immediately or once you start getting more traffic, you can turn on media vine or once you get a lot of traffic, like upwards of like 100,000 impressions per month, you can turn on ad thrive and we've recently done that. We're getting about 250,000 impressions and we're generating about 27 a hundred dollars clean, like free money, uh, almost passively in a sense because we're not doing anything. It's just the traffic and some of that traffic is coming from the email list and people sharing it and then just organic search, all that stuff. It's why does come down to traffic. But as we're building this, we're also being able to monetize it.

17:18   And that's exactly what I love here about this. Uh, you know, this student of mine is that they're number one, they're taking action. They are moving people from Instagram over to their email list. And here's the critical piece that most people miss their sending email. Okay, you have to send email. All right? And what we like to do is we like to really create that customer journey or even potential customer journey. Like what are they, why did they, why did they join the email list? And then from there, how can you start to see what they want? And then from there, give them more of that on a regular basis. And a great way to do that is to start planning out. Like if you're a bass fisherman this week, you want a new tip on how to catch more best next week it might be like three new lures, you should try this weekend, you know, or the next one might be like, uh, you know, you might put in there in parentheses, like a huge, uh, huge bass pick, right?

18:13   So it's like kind of slang where like for picture and then say, you'll never believe how I caught this, right? And then you get somebody to just go look at the picture and then they go over. And then from there, if you have products that could potentially buy the product or you send them an email that talks all about a new product that you came out with and you want to give them a discount because, uh, you're, you know, they're on your email list. There's so many things you can do, but you have to show up on a regular basis. And the email list allows you to do that. Alright, so this is a form of traffic, by the way. It is also a form of traffic that you control. You guys heard about my bad day. If he didn't, I had an episode where I talked about my bad day and that was my podcast feed went down, my website went down like a whole bunch of things happened.

18:56   It was terrible, but my email list was still there and I was able to still send email. Now if my email list went down, I could always go to my blog and put something up there or I could go to a youtube channel and put it up there. These are different ways that you can stay in front of your audience and your market and you're not dependent on one channel. This is one traffic channel, just like Amazon is one, you know, one source of traffic for buyers and that could potentially buy your products, right? So we have to think about diversifying our traffic, diversifying our revenue streams, and one great way to do it is to build up traffic. Whether that's email list, whether that's blog traffic, youtube traffic, and then you can monetize it either with ads, you can monetize it with affiliate offers or you can monetize it with your own products.

19:37   All right, so to answer this question pretty directly, this is an awesome, awesome example of great open rates and click through rates. All right, very, very good. One thing I want to also note here on that last email that was sent, 667 recipients that received that 27.4 open rate, 7.6 click. It went down right on the clicks. Still good though, right? They got four unsubscribers. When people see that, they're like, oh my gosh, I don't want to send any more. I got unsubscribers. No, actually thank them. I mean don't literally thanked them, but thank them to yourself. They just helped clean your list. They were never going to consume your content. They were never going to buy your products or you know, support your brand. It's fine. They're just, they're not your, they're not your people. They're not your, you know, your potential, you know, future buyers.

20:29   So that's okay. Let them go. It's making your list actually even more targeted. All right? So don't get stressed out about that. All right. And uh, this way here, you can clean your list without you really actually having to clean your list. All right? So it's pretty, pretty powerful. So anyway, wanted to share that with you. If you have a question, guys on this, on traffic, on monetizing, diversifying, uh, all of that stuff, definitely leave it@theamazingseller.com forward slash ask. I love talking about this stuff and we're going to be going really deep into traffic and profit, whether you haven't even launched your product yet or if you have launch a product and you want to really compete, uh, at a different level with your competition that they're not going to be able to compete with and then start bringing in additional revenue or just taking your idea of the market you want to go into and start to build out the assets so you can launch your future products with a lot more confidence.

21:26   All right? So if you're interested in that, definitely head over to t a s class.com. You can register there for our upcoming free live training, which will be two days of myself and Chris Schaffer digging deep into this topic and we're calling this our micro training cause we're going to go deep into just that thing. Uh, but you're definitely gonna want to show up live because if you do, you're going to be able to, to attend for free. If you do it later, you can always buy access. We are going to offer this as a paid training, but anyone that shows up live, uh, in that goes through the training with us. We'll get it absolutely free while we're there live. So that's why we're doing it. We just want to show up. We also want to be able to get feedback as we're creating this content and a, and then from there we'll offer it as a paid training. So again, just to be open and transparent with you guys, that's what we're doing and that's why we're doing it. So I want to get out there and help you guys more. All right, so the amazing seller.com forward slash six 73 are the show notes to this episode, and then this way here, you can grab the show notes and all of that stuff. If you want to sign up for the class tas, class.com and you'll get all the details right

22:35   there. All right guys, so that's it. That's going to wrap it up. As always, remember here for you, I believe in you and I am rooting for you, but you have to, you have to. Come on, say it with me. Say it loud. Say it proud. Take action. Have an awesome, amazing day and I'll see you right back here on the next episode.

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