Hats Off to Morgan Stewart for his latest study. Morgan continues to knock the cover off the ball when it comes to fully understanding what really drives success in email marketing.
The focus here is something that should seem so obvious...but is practiced so little: The better your targeting, the better your email preforms.....
...The bigger the e-mail list, the lower the open and click-through rates, says a new study from e-mail service provider ExactTarget.
The 2005 study of more than 4,000 organizations? 230,000 e-mail campaigns and 2.7 billion e-mail messages reports that lists with 100,000 or more names experienced an average open rate of 18.2% and click-though of 3.6%, while those of 101-1000 names had an open rate of 42.1% and click-through rate of 6.8%. For lists of 1,001 to 10,000, the rates were 33.2% and 5.1%; for 10,001 to 100,000, the rates were 25.8% and 4.5%.
"This phenomenon is one of the strongest cases for audience segmentation," says Morgan Stewart, director of strategic services at ExactTarget and author of the study. "The smaller the targeted audience, the better organizations can aim their message directly to their subscribers in their e-mail communications."
The ExactTarget 2005 Response Rate Study summarizes overall open, click-through and unsubscribe rates and provides additional analyses based on day of week for sending email while examining list size and target audience. The study will be available by going here...
I thought this was basic marketing 101. Then since when did IT people understand marketing. Also, the average person who starts an online business has no clue as to what is or is not good and ussually always go for the overkill. Most of this is from bad advice or ignorance. They should no doubt seek some help and inspiration from the people who know, Good post
Posted by: Tim Whelan | March 18, 2006 at 10:25 PM