Telesian Technology

Friday, May 7, 2021

homeabout usmarketinge-businessnews & notestech libraryclientspartners

Technology & Manufacturing: Marketing, Web Development, E-Business

Latest E-Mail Marketing Stats: How Does Your E-Mail Program Compare?

By Shari Worthington

New research from mail list management company MailerMailer, gives us a good picture of where things are going with e-mail marketing. We all have seen open rates trend down over time. This is due to a variety of factors over which you may or may not have control. (See "E-mail Open Rates: The Mystery of the Disappearing Reader") Even so, e-mail is the workhorse of today's marketing programs.

In 2007, open rates fell from the first half to the second half.

  Open Click Open Click
Subject line personalized
18.00% 5.02% 12.43% 1.68%
Message personalized
16.56% 3.15% 15.17% 4.54%
Both subject & message Personalized
-- -- 17.69% 1.85%
Not personalized
15.86% 2.94% 13.48% 2.66%

A few lessons to be learned:

  • Personalization helps in any marketing campaign, but e-mail is a bit different.

  • Spammers focus on subject lines. If you're going to personalize, personalize both subject and message so you don't look like a spammer.

  • Mondays and Tuesdays have the highest open rates for business, weekends are good for consumer e-mail.

What surprises us most is how low the average open rates are. Personalization helps, but we're still talking under 20% opens for the very best campaigns. Unless our clients are starting with an ancient list that hasn't been cleaned up in years, we regularly see open rates in the 30-40+% range. And click-throughs range from 2-15%. Obviously, the more compelling the story or offer, the more action you'll see.

The reason for the big spread between our clients' mailing rates and industry averages is that we encourage best practices.

  • Focus on gathering e-mail addresses from credible sources (trade shows, conferences, PR campaigns, e-campaigns that direct respondents to landing pages with compelling offers that encourage lead gen).

  • Use quality mail management software tools (don't use listserv's any more as they're blocked by most corporate firewalls).

  • Avoid techniques that can get you blacklisted (not honoring list removal requests, not including full contact information in mass e-mails, not matching the sending address with what's listed in the e-mail, etc.).

For more information on how to get the most out of your e-mail marketing program, see Telesian's e-Business Services.