Hi Colleen!
Here’s what I found with the help of Fin:
For outbound messages, here are the success benchmarks:
Open rates:
- Chat/post messages: aim for above 30%
- Email messages: minimum 25% for well-targeted emails
- Average Intercom email open rate: 42%
Goals:
Goals are the true measure of message performance beyond open/click rates. You should:
- Set specific, measurable goals for each message
- Define a time limit for counting actions toward your goal (recommended: 3 days)
- With longer time limits, you'll see higher goal completion rates, but other factors may influence results
There's no specific percentage recommendation for goal achievement, as this depends on your specific objectives. The 3-day timeframe you mentioned is appropriate - if goals aren't reached within that period, it's reasonable to try a different approach
Hope this helps!
Hey @Colleen Weatherall Paul here from weekend support engineering.
To effectively define success with your outbound messages, prioritize setting a clear, measurable goal completion rate for each campaign, as this is your primary indicator of impact.
While open and click rates offer valuable health checks aiming to improve upon your own benchmarks rather than chasing generic industry averages your main focus should be on whether users are taking the desired action.
Set a goal achievement timeframe that aligns with the nature of your message, whether it's a short-term offer or a longer-term adoption plan. If goals aren't met as expected, don't immediately discard the effort; instead, analyze audience targeting, message clarity, and value, and then iteratively improve by A/B testing different elements like copy, calls-to-action, and timing to optimize performance.
How do you feel about this?
