Did a deep dive on how many event emails actually get opened. The 22% average made me rethink my subject lines.

Ran a report on our last 3 trade shows and pulled the email open rates. I was sitting around 18% which I thought was normal. Then I read a HubSpot study that said the industry average is 22% for B2B event follow-ups. That 4% gap means I been leaving money and attendance on the table. Switched to shorter subject lines and saw a bump to 24% on our last event. Anybody else tracking this stuff or am I overthinking it?

2 comments

2 Comments

allen.ivan4d ago

You hit the nail on the head with that 4% gap comment. I was so proud of my 16% open rate until I looked at my own data and realized my subject lines read like a boring textbook. Switched from "Thank You for Visiting Our Booth at [Event Name]" to just "That coffee chat we had" and watched it jump to 21%. Guess my old subject lines were basically a digital door mat saying "please ignore me.

willow1144d ago

Heard a marketing podcaster say short subject lines work cause people scan on their phones now.