What is a successful conversion rate for email communication?
We have recently engaged in a POC effort to reach out to our users via email asking them to take a particular action on our platform. We have been consistently seeing an avg of 25% conversation rate from initial email to some response and an avg of 10% successful intended actions taken.
We are in the healthcare claims processing industry and have no comparable products/services currently doing a good job of effectively tracking the customer/user behaviors. So we are finding it hard to find a benchmark to call this POC a success and scale this initiative as a product feature.
Any insights or framework suggestions on what is a good benchmark to set in the B2B world of reaching out directly to the users.
Mailchimp keeps an updated email marketing benchmark that might be helpful. Looking at that, a 25% open rate is slightly above average (21.72%) for email marketing in the healthcare niche and a 10% average click rate is about 4x the average (2.49%). I'm not really sure how POC impacts stats like this, but hopefully you still find this link helpful! 😀
That is an extremely useful start point. Apologies for not calling this out specifically in the initial post - but the POC is not a marketing communication - but a call to action to an existing user to complete a few tasks that not necessarily always required for the user but helps our platform keep latest status of their processes.
I do understand we are stretching things asking to user to do us a favor ( we are working on how to expand functionality to serve the user realize it is value add for themselves for better book keeping)
But in the interim trying to achieve as much success as possible.