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Wednesday, May 17, 2006

Email Marketing Open and Click Through Metrics Increase

An interesting study was released today from the folks at eROI. Not only do email marketing stats seem to be improving but actual email marketers seem to be doing a better job in creating enticing subject lines, compelling content and testing different delivery days.

Some finds also relate to different days of the week , which is always entertaining (if not useless).

Some highlights...

In the first quarter of 2006, the best email open and click rates were on weekends.

Open and click rates increased significantly in the first quarter (40 percent and 60 percent increases, respectively), compared with rates for Q4 2005, when open and click rates decreased 29 percent and 21 percent, respectively, from the previous quarter.

Lists with more than 25,000 recipients, sending is much more sporadic when compared to smaller list sizes. This shows that larger mailers are not necessarily segmenting further, but are instead experimenting with the time and day of sending.


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