Hot Gossip > Does email marketing actually work?
NZ E-marketing company, Jericho, released their first 'Email Marketing Metrics Report' recently, collecting together data from their clients' permission based commercial email campaigns.
They report revealed a few surprises:
-
34% average open rate (number of people who were sent the email and opened it) compared wth 20% in the US
-
Best open rates were in wholesale, agriculture and insurance sectors
-
Lowest open rates were in the hospitality, recruitment and not-for-profit sectors
-
8% of all recipients clicked on a link (21% if you only count those that opened the newsletter)
-
Overall, the best day to send email was Monday
One big benefit of using a professional email solution is the metrics; being able to see who, to a person, opened your email and what they did with it.
With this information, you can measure the effectiveness of each email communication, benchmark it against others, and make informed decisions to improve response rates in future communications.
For more 'Hot Gossip' articles visit our archives
Copyright 2007 Hot Pyjama Productions Ltd
|
