[thelist] HTML email statistics
Burhan Khalid
thelist at meidomus.com
Sun Mar 27 07:03:02 CST 2005
Christian Heilmann wrote:
> Well, I am totally on your side, we all are, but marketing people only
> believe in figures. So unless you do know about a statistic or a
> research document to back your likes up, you evangelise without much
> output.
A recent research study conducted by the market intelligence team at
Harte-Hanks examined 700 permission-based email campaigns involving 4.25
million email addresses to uncover the strategic and creative practices
of successful email marketing. The study primarily focused on b-to-b
campaigns in telecom and technology markets that were designed in
accordance with DMA ethical guidelines.
Here are actual click-through response rate ranges, broken out by type
of campaign:
Purpose of Email Campaign Response
Average High Low
General Marketing 1.3 % 25.0 % 0.2 %
Market Research 4.1 % 21.0 % 0.5 %
Sales Promotion 1.7 % 10.3 % 0.1 %
Offline Seminar Invitation 1.0 % 9.2 % 0.1 %
Subscription Offer 1.4 % 3.8 % 0.1 %
Online Seminar Invitation 1.0 % 3.6 % 0.0 %
Although an email campaign does fail, but the potential numbers are
still too good to ignore. For the same budget, an email campaign can
touch twice as many prospects as a traditional direct mail campaign, if
not more.
From http://www.destinationcrm.com/articles/default.asp?ArticleID=2714
I guess I'll be sharpening up my spam filters. :(
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