'Net Features : email marketing benchmarks

5 Tips for Acquiring Responsive Subscribers

Administrator — Fri, 10 May 2013 18:30:00 GMT

When it comes to launching a successful email marketing campaign, obtaining a large email list is only half the battle.

Ensuring your subscribers are high quality is just as important - if not more important - as maintaining a large number of subscribers. After all, a massive list of unresponsive consumers is less effective than a small list full of responsive consumers. Check out the tips below to guarantee the subscribers on your list will engage with your messages:

Email Marketing Benchmarks for Associations from Informz

Pete Prestipino — Tue, 13 Mar 2012 14:37:00 GMT

Email service provider Informz has released results of their 2012 Association Email Marketing Benchmark Report and it's definitely worth a look.

What may surprise Internet marketers is that the day of the week had little effect on open and click rates, and that while mobile email usage is on the rise, desktop emails results in better performance.

It is important to note that the Informz report collected data from over 700 large and mid-sized "associations" using its platform, which sent over 600 million emails in 2011 consisting of newsletters, appeals, surveys, and event-related emails. While not a purely commerce-driven, the data does reveal some interesting insights. The most notable in my opinion is that as with Informz' 2011 results, this year’s study found that the day of the week sent had little effect on the open and click results.

A few additional finding from the report include:

- The average email metrics for associations include a 98.28% delivery rate, 34.33% open rate, 19.49% click rate and a 0.052% unsubscribe rate.

- Emails sent in the morning resulted in the highest open rates at 39.2%, while mid-afternoon reported the highest click rates at 21.0%.

- Shorter subject lines continued to outperform their longer counterparts. Fewer than 10 characters achieved the best open rate at 58%.

- 49% of emails sent were read by recipients (opened for longer than 10 seconds) while 35% of emails were opened for less than 3 seconds.

- Survey-related emails had the highest combined open and click rates with 36.60% average opens and 33.39% clicks.

- Appeal-related emails had the lowest click rate of the emails studied at 14.63%

“The results from this year’s report support the idea that the relevancy of an email’s content has a greater impact on email results than factors like email timing," said Joe Tyler, CEO of Informz. "This type of information can aide associations in creating email programs that deliver better results.”

E-Mail Marketing Benchmarks for 2010

Pete Prestipino — Fri, 23 Oct 2009 19:30:00 GMT

It's never too early to start planning for 2010. MarketingSherpa's newly released benchmark study on e-mail marketing reveals the changing environment for business-to-business and business-to-consumer e-mail marketing professionals. Understanding how your peers utilize and perceive e-mail today will help you to generate better results from your current campaigns in the future.

What stands out the most in MarketingSherpa's study? The accuracy of Website Magazine's feature story for November on the future of email marketing.

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Past E-Mail Marketing Challenges Will Increase In Importance:
Far and away, the greatest challenge for e-mail marketers continues to be delivering highly-relevant e-mail content to recipients. Competing with social media for recipients' time and attention however, now presents a significant challenge as well. Fortunately, e-mail deliverability seems to be less of an issue perhaps to the efforts taken by ISPs - bringing the topic to greater attention with marketers. Presenting greater challenges this year than last include 1) measuring and proving the ROI of e-mail marketing programs, getting people to opt-in to e-mail lists, and the integration of databases with e-mail systems.

E-Mail Marketing Budgets Increased in 2009:
The effectiveness of e-mail as a marketing tactic can't be denied - and we look to budgets as the ultimate indicator. According to MarketingSherpa, a much larger percentage of organizations increased their e-mail marketing budgets this year than decreased them.

Greater Challenges Result In Bigger Payoffs:
Nobody said your career as an Internet professional would be easy. The study revealed that the tactics more challenging to implement resulted in greater payoffs. For example, while including ads in third-party newsletters or sharing e-mail on social networks requires little effort, the level of effectiveness is low, whereas sending e-mail to house lists and delivering relevant content to segmented lists are complicated but highly effective.

Social Media Helps, Not Hurts, E-Mail Marketers:
According to the study, about eight in 10 marketers agreed that social sharing, an e-mail tactic that allows e-mail recipients to share email content on social networks and social media sites, "extends the reach of e-mail content to new marketers" and "increases brand reputation and awareness." Not everything is sunshine in the universe of e-mail marketers when it comes to social sharing; 47 percent are unsure or disagree that social sharing increases the ROI of e-mail programs, 53 percent are unsure or disagree that social sharing accelerates the growth of e-mail lists, and 60 percent are unsure or disagree that it generates more qualified leads.

'Net Features : email marketing benchmarks

5 Tips for Acquiring Responsive Subscribers

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Email Marketing Benchmarks for Associations from Informz

E-Mail Marketing Benchmarks for 2010