(Metrics) New report on H2 2005
Latest posts | Feed | By Mark Brownlow on February 23, 2006
MailerMailer just released their latest Email Marketing Metrics report covering the second half of 2005. You can get a copy if you sign up for their newsletter here.
Clickthrough rates declined slightly, compared to both the first half of 2005 and the second half of 2004.
As the industry matures that kind of trend, however small, is disturbing. Why? Because with time we ought to be getting much better at generating responses from email, thanks to more experience, better skills, better technology etc.
Clickthrough rates ought to go up, all other things being equal.
Now there may be some other trend at work here (for example, a shift away from direct response to more branding-type newsletter emails).
Or it may be an artifact of how things are calculated (if CTR is a percentage of the number of emails sent, then falling CTR may just be a reflection of an equivalent fall in real open rates).
But if there is a downward trend, we have to ask why? Too many and frequent commercial emails? Desensitized consumers? And what can we do to reverse the trend?
There are various other interesting stats in the report, as well. One I particularly like shows how quickly people open emails.
For example, 50% of all those who will eventually open your email do so within 8 hours of the send.
A reminder that you may have to spread out that send should you be worried about server overload or customer service issues when thousands of eager buyers suddenly come charging over the horizon following a mailout.
Clickthrough rates declined slightly, compared to both the first half of 2005 and the second half of 2004.
As the industry matures that kind of trend, however small, is disturbing. Why? Because with time we ought to be getting much better at generating responses from email, thanks to more experience, better skills, better technology etc.
Clickthrough rates ought to go up, all other things being equal.
Now there may be some other trend at work here (for example, a shift away from direct response to more branding-type newsletter emails).
Or it may be an artifact of how things are calculated (if CTR is a percentage of the number of emails sent, then falling CTR may just be a reflection of an equivalent fall in real open rates).
But if there is a downward trend, we have to ask why? Too many and frequent commercial emails? Desensitized consumers? And what can we do to reverse the trend?
There are various other interesting stats in the report, as well. One I particularly like shows how quickly people open emails.
For example, 50% of all those who will eventually open your email do so within 8 hours of the send.
A reminder that you may have to spread out that send should you be worried about server overload or customer service issues when thousands of eager buyers suddenly come charging over the horizon following a mailout.
[This post brought to you by Campaigner Email Marketing]
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