MailerMailer – Email Marketing Metrics Report:
- Email open rates are down from 16.11% in the first half of 2007 to 13.20% in the first half of 2008
- Click rates are down from 3.18% in the first half of 2007 to 2.73% in the first half of 2008
- 32.26% of emails open occur within the first two hours
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Forrester – Consumer Interests Drive Email Opens:
- 59% of consumers studied said that their interests (#1 rank) influenced their decision to open emails. 48% said the sender (#3 rank) and 30% said the subject line (#7 rank) influenced their decision
- Consumers are inundated with messages in their inbox and typically spend 20 seconds or less scanning their email. Minimize subscriber attrition by paying attention to mail frequency and customizing creative message to better targets your audience
A successful email marketing program is designed to build long-term ,one-to-one relationships not just increased open and click rates. Although I’ll bet there’s a strong positive relationship between the two!
Standard and creative indices plot where a particular audience falls in regards to what influences their decision to open and click on email messages. Those with higher than average creative indices should focus more on design and content that appeals to their readers. Those with higher standard indices should use subject line and frequency testing to improve their rates.
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Silverpop – Spam: What Consumers Really Think:
- 40 percent of online users report messages as spam simply because they no longer want to receive messages
- Three out of 10 respondents to Silverpop’s survey said they hit the spam button rather than the unsubscribe link because they think doing so will lead to getting more spam
- Eight out of 10 consumers didn’t know that hitting the spam button could result in all of that sender’s emails being blocked by ISPs, meaning that other people who want to receive emails from that company wouldn’t be able to
- Knowing this, 67% still said they would hit the spam button anyways
Click to Download the Silverpop Spam Report
DMA – 2008 Retail Email Subscription Benchmark Study:
- 38% of retailers ask subscribers to reconfirm their email address, up from 27% last year
- Incentivized sign-ups have increased from 8% in 2007 to 13% in 2008
- One-click sign-up from the homepage declined to 51% this year from 63% in 2007
Retailers are collecting richer information during the sign-up process. Allowing subscribers to choose and set preferences for multiple email topics. This should help increase the effectiveness of retailer email marketing newsletters by sending emails that subscribers will most likely be interested in receiving.
View the Executive Summary of the DMA Study here
