While I agree that email marketing does have clearly defined benefits, I’m concerned about actually getting that email opened and read by our clients. We send our emails through a third-party company (that makes it look like we’re sending the email of course) but I am not at all satisfied with the number of clients that are actually opening the email. When I wrote them to inquire about this, I was told two things:

1. That the number shown for received emails doesn’t necessarily reflect the actual emails that make it to the users inbox. It means the server received it and that’s it.
2. That a 25% ‘open’ rate was quite good but I disagree with that. My email list is strictly people I have done business with and therefore I think it should be much higher.

I’m wondering what is considered a successful open/click through rate for marketing emails and if there are ways to increase ‘inbox reaching’ success?

Thanks