Re: Opt-in Emails Opened & CTR
BOB FIDDLER <bobf_at_fiddlergroup.com> WROTE:
> 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?
In reference to Bob Fiddlers question:
A 20% return on any direct mail campaign whether it be
via the internet or traditional methods is very
successful. When taking into consideration the industry
standard 1-2% return on direct mail campaigns, your
results are very solid. In order to insure an even
stronger click through percentage, ask your vendor if
they employ a frequency management tool on their opt-in
lists. By limiting the number of emails an opt-in
subscriber receives, the click through percentages are
much higher. Also, check to see how fresh the data is
on the lists you are renting.
For questions about this visit www.edirect.com or email
me at jmongeon_at_edirect.com
Thanks,
John
Received on Thu Nov 09 2000 - 15:02:21 CST
