NEIL: Your goal should be 40% open rates for your first email (eventually it will die down to 20% as you keep emailing) and your click rate should be at least 20 to 30% of the people who open the emails. Test things out, but that is what works well for my audience.
Another Take: That depends on your list, honestly. For some people that could be a 10% open rate and a 20% click through. For others it could be higher/lower.
One of our favorite email marketers, Daniel Levis, says that neither should matter so much as your actual conversion rate (which you should be able to track if you have analytics set up correctly).
In other words, what are your goals, outside of just getting people to open your emails?
Do you know that for every click, you get X amount of dollars/comments/likes/shares?
Defining your goals is the first step to knowing if you have an "outstanding" rate of anything in your email marketing.
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