What email marketing achieves.
TYPICAL NUMBERS
A reasonable open rate for a small business list is a fraction of subscribers, not most of them. A reasonable click rate is a fraction of those.
If you send to two hundred people and twelve click, that is normal, not a failure.
WHAT THIS MEANS
A small list produces small numbers. Judge by what those people do, not by the percentages.
Twelve engaged readers who know your business is worth more than twelve hundred strangers seeing a post.
TIMEFRAMES
Building a list takes months. The first campaign to fifty people will not transform your business.
The value accumulates: a list of five hundred built over two years is a genuine asset.
WHAT TO MEASURE
Enquiries and sales attributable to email, not opens.
Opens are increasingly unreliable to measure anyway.
WHAT NOT TO EXPECT
Instant results from a first send High engagement from people who forgot signing up Growth without asking
THE HONEST POSITION
Consistent, useful, monthly sending over a year produces results. Three sends and abandonment produces nothing.
