Opt-in Emails Opened & CTR

From: Bob Fiddler <bobfi_at_bellatlantic.net>
Date: Mon 06 Nov 2000 16:20:09 -0500

We recently began executing an opt-in email campaign
for a small b2b client using a reputable third-party
opt-in email vendor. We were surprised when we got the
first two day's results and saw that of 5000 double
opt-in emails sent, only 965 were opened--less than
20%! I've done a fair amount of research and have not
seen any average figures for emails getting opened;
does anyone know if 20% is unusual. Seems awfully low
to me. Is there a norm? Of those that were opened, we
saw about a 10% CTR, which is encouraging, but when you
factor in the rate of opening the total CTR is under
2%--not good at all. Obviously we can look more closely
at the lists we bought, but beyond that does anyone
have any wisdom to dispense? Is this story unusual? Are
opt-in recipients already beginning to ignore their
email en masse?

Bob Fiddler
The Fiddler Group
bobf_at_fiddlergroup.com





Received on Mon Nov 06 2000 - 15:20:09 CST