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BizReport : Email Marketing : July 19, 2010

MailerMailer: List fatigue affecting email click and open rates

Open rates are down, unique click rates are down, but that doesn't stop MailerMailer from being excited about their recent report on email marketing metrics.

by Helen Leggatt

mailermailer logo.jpgAs you can see by MailerMailer CEO Raj Khera's over-use of exclamation marks on his recent blog post, he's very excited about his company's most recent Email Marketing Metrics Report.

Compiled from over 900 million messages, a subset of the messages sent through MailerMailer between January 1 and December 31, 2009, the report gives email marketers an insight into email campaign metrics and trends such as open and click rates, bounce rates and subject line length.

A selection of key findings from the report, the tenth to be released by MailerMailer, is:

- Open Rates - the overall unique open rate stands at 11.2%, a 10% decrease from the same time last year. Probably due to list fatigue, image blocking and the increase in use of handheld email devices.

- Bounces by Mailing Frequency - marketers sending email less than once a month garnered bounce rates more than 200 times that of those sending monthly.

- Email Stabilization - in general, you'll get about 30% of the total opens you can expect after 2 hours; after 23 hours, you'll have about 75% of your total opens.

- Click Rates - the overall unique click rate stands at 1.6%, which is a decline of 42.9% compared with the same time last year. Probably resulting from links that are not live and list fatigue.

"Email marketing is a great business tool because of the ability to track your success," exclaims an excited Khera.

"This report gives professionals the information they need to gauge performance and determine what improvements will lead to better performing email campaigns."

Tags: email campaign, email marketing, email metrics

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