Are Patrons in Britain more open than in the US?
For the past two days I’ve been visiting with some of our UK clients, and have been thinking more about a phenomenon that we’ve been watching for the past few years – and for which I don’t have a rock solid understanding.
That is — the average open rates in the UK for all our clients is 32% which compares to the US average of 26%. Why is that? Could it be that this occurs because here in the UK opt-in laws are much strict than in the US? (Do you know that in order to send e-mails in the UK, you have to register with the goverment?)
Could it be that people here just care about the arts more? Could it be a combination of both? All I know for sure is that when e-mail marketing is done properly over here, open rates of 35% and click rates of 7% are not uncommon.
Anyone have any other theories on this?