Did you know that 91% of people check their email every day? Or that 66% of online consumers have made a purchase because of an email?

Email is an event marketer’s most powerful promotional channel. But how do you actually know if your emails are performing better — or worse — than your competition?

Without access to event industry email standards, it’s nearly impossible to know. That’s where the first-ever Event Email Benchmarking Report comes in.

In the report, you’ll discover how your event’s email marketing campaigns compare to industry standards. Based on survey responses from over 340 event organizers across the U.S. and UK, the data represents a wide range of event types and sizes.

Here’s a sneak peek at the data and best practices behind one of you most important email metrics: your click-to-open rate.

What is an email click-to-open rate?

Your click-to-open rate (CTOR) answers the question: of the recipients who opened your email, how many clicked?

event email marketing

Your CTOR is a powerful metric that reveals the effectiveness of your email content. Did you entice them to open your message with a great subject line, and convince them to click your CTA in the body of the email?

How are other organizers’ CTORs performing?

Despite its importance, a good deal of event organizers’ don’t seem to have a good grip on their CTOR. 39% of respondents said they didn’t know their average CTOR — meaning that 2 in 5 event organizers aren’t measuring their email content performance as effectively as they could be.

If you don’t know the CTOR for your email campaigns, monitor this metric in the future to get a better idea of what is (and isn’t) working with your email content.

How to improve your CTOR

Are your CTORs lower than the industry standards above? Test different subject lines and body content, tracking your CTOR closely. This will help you determine what type of language and content resonates with your audience so you can create more effective emails.

Here are a few simple strategies for improving your CTOR:

  • Revisit your layout. Does the structure of your email naturally draw the reader down to your CTA? Is your CTA clear, bold, and compelling? Make sure your reader has to do as little work as possible to understand your message find their next step.
  • Choose your words carefully. You may have a stellar layout, but if your email copy isn’t compelling, you could lose your reader — or worse, hurt your brand. Check out this guide to copywriting for events to learn how to write emails that get clicks.
  • Make sure your messages are mobile-optimized. Did you know that more emails are opened on mobile devices than on desktops? If your emails aren’t optimized for mobile, you could be missing out on a massive amount of clicks. Make sure your messages render well on any device.

Include an image. A recent email study found that email campaigns with imagery had a 42% higher CTOR than campaigns without images. Include eye-catching imagery in your emails — but only when relevant to your email content.

To discover the findings other critical email metrics — and how you can improve yours — check out The 2017 Event Email Benchmarking Report.