Drop off ratio in email marketing

From: Alex Chudnovsky <alexc_at_jungle.com>
Date: Fri 09 Feb 2001 15:15:36 -0600

Hello everyone,

I was reading thread "Email Marketing Response Rates" with a
great interest.

I have an intereting question that doesnt seem to be covered
much from customer retention perspective -- what kind of drop
off ratios (ie % of customers who left the mailing list to the
actual number of customer in the mailiing list) from mailing
lists are common _NOW_?

I wont be surprised to know that quite a few people dont even
bother to measure that!

I would imagine this ratio _highly_ depends on what are the
ways to get off the list, and quite frankly many marketers are
not particularly interested to provide easy facilities to
leave the mailing list.

What about you? Essential data would include: actual ratio
(spread), how often mail is received, targeted/not, how hard
to unsubscribe (send email, call by phone, a few clicks etc).

To kick off replies, I have observed drop off ratios of
0-0.4% of the mailing base a week on a weekly newsletter.
Bear in mind that only two clicks are required to unsubscribe
(you can also send email, call by phone etc). Highly targeted
mailings tend to have significantly lower drop off
ratios, sometimes its' 0.

Regards,

Alex Chudnovsky,





Received on Fri Feb 09 2001 - 15:15:36 CST