COLBY HOWELL <howell_at_corp.ru4.com> WROTE:
> I am looking for _recent_ average response rates to
> email marketing (opt-in and unsolicited). Does anyone
> have any suggestions where to find these for free?
In response to Colby's inquiry:
You can find articles and market research reports
written by "experts" that will show you a range of
response rates - some as high as 60%. I think the
reality is somewhat different. We surveyed our own
membership and asked them for a reality check - and got
them to tell us what they are really experiencing -
they are regular marketing folk like you and I. Here
is what they said.
http://www.gotmarketing.com/Services/GotExperts/gotexperts.cfm?topic=Direct_Mail
My company does many email campaigns each month using
our own product which tracks response rates in real
time. Our response rates range from 3% to 40%
depending on a number of factors. Our most recent
campaign was a rich media campaign
http://www.gotmarketing.com/gotsplash/gotsplash_rich/melonweb.html
which so far is hovering at just under a 40% response
rate. The fact that there is no standard definition for
response rate is also a major contributor to the
general confusion so be careful if you start using
response rate numbers to justify a program expense.
Lynda Partner
GotMarketing Inc
On-line self-serve eMarketing Tools
Phone:(613) 727-7588, ext 280
Fax: (613) 727-9514
Received on Tue Jan 16 2001 - 14:43:14 CST
