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(Survey) New MailerMailer email marketing metrics report
Hot on the heels of the DoubleClick equivalent comes a new metrics overview from MailerMailer, reporting on results from the first half of 2005 and comparing them with 2004.
In summary, open rates and CTR have stabilized after a relatively large drop from H1 2004 to H2 2004. Open rates are highest for emails sent on the weekend and Monday (though this of course depends on your audience - don't start sending B2B emails on Saturday without some serious testing first).
The best CTR was achieved by emails that were HTML (rather than text) and personalized (rather than non-personalized).
Care needs to be taken here though - it might be that marketers savvy enough to use personalization and good HTML design might also be better at segmentation and other tactics that boost CTR. Causality and correlation are two different things.
Some other interesting numbers - 10.7% of those who would eventually open an email did so within one hour of it being sent. 50% did so within 9 hours of send. And 75% within 28 hours of send. But fresh opens still appear 10 days after send and later...so don't take down those landing pages too quickly.
For those interested in the details, you can download the full report with industry breakdowns for many stats if you sign-up for MailerMailer's newsletter at the above link.
Hot on the heels of the DoubleClick equivalent comes a new metrics overview from MailerMailer, reporting on results from the first half of 2005 and comparing them with 2004.
In summary, open rates and CTR have stabilized after a relatively large drop from H1 2004 to H2 2004. Open rates are highest for emails sent on the weekend and Monday (though this of course depends on your audience - don't start sending B2B emails on Saturday without some serious testing first).
The best CTR was achieved by emails that were HTML (rather than text) and personalized (rather than non-personalized).
Care needs to be taken here though - it might be that marketers savvy enough to use personalization and good HTML design might also be better at segmentation and other tactics that boost CTR. Causality and correlation are two different things.
Some other interesting numbers - 10.7% of those who would eventually open an email did so within one hour of it being sent. 50% did so within 9 hours of send. And 75% within 28 hours of send. But fresh opens still appear 10 days after send and later...so don't take down those landing pages too quickly.
For those interested in the details, you can download the full report with industry breakdowns for many stats if you sign-up for MailerMailer's newsletter at the above link.
Permalink | September 20, 2005 |
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