Re: Email Marketing Response Rates
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:
You are right about a couple of things.... the 5-15%
CTR we see all day, every day is beginning to be
somewhat of a myth. We all know that CTR depend almost
entirely on the type of offer the mailer is presenting.
I agree that list quality and target demographics are a
strong factors and, when coupled with a solid offer,
(this is B2C I am speaking of) the response rates are
much higher. One of the ways to help pull stronger
results is to conduct an esurvey to opt-in lists and
follow the survey with an offer tailor fit to the data
you derive from the survey. My company is offering this
service at the same cost as typical opt-in email
marketing. Essentially, twice the bang for the buck.
You raise some valid points when it comes to the
variety of answers you get when asking the typical
response rates. However, if there were a company out
there that could guarantee 15% CTR, they wouldn't be
selling the lists for so little money. I also agree
with you that some of the big dogs in this arena are
unwilling to allow potential clients to run a "test" of
said lists if the client is unable to meet their
minimum purchase criteria. It seems, at times, to be
somewhat of a strong-arm tactic. In your hunt for the
right list, make sure you request a report that details
the frequency that the list is used. Data that has been
pounded into the ground with offer after offer is
practically useless.
Best of luck.
John Mongeon
Business Development
eDirect.com
561-999-4544
jmongeon_at_edirect.com
Received on Thu Jan 25 2001 - 12:51:54 CST
