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success rate of e-mail newsletters
Posted by moritz on Mon, 13/07/2009 - 15:43
Hello everybody,
I am looking for benchmark values of the success rate of e-mail newsletters. Particularly, I am interested what percentage of the receivers of such a newsletter typically actually submit an order. The sender in my case is an online optician (selling lenses and sunglasses which are promoted in the e-mail newsletter).
Does anyone have experience values, benchmarks or hints where I yould find the needed information?
Thank you,
Moritz
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Open rates vs sales
Hi,
Not sure about the specific sales stats, but there has been some interesting information about open rates recently.
According to the Email Marketing Metrics Report by MailerMailer, the number of people opening email marketing messages has dropped from 13.2% to 12.5%. Some industries such as travel companies and retailers have higher than the average, though, up to 27%.
Thanks
How long is a piece of string?
The answer here is really dependent on a couple of key factors:
If you focus on making these two as strong as they possibly can be then without a doubt you will increase the success of your campaign.
As for specifics, because there are so many factors involved that vary across and within industries, you would be better off setting a few test campaigns and measuring the impact. That way you'll be in a much better position to fine tune your own contact strategy rather than potentially getting mislead by looking at stats that could well be irrelevant.
Best of luck.
different measurements for different industries
Hi Moritz,
We get this question a lot when it deals with email marketing. It typically depnds on your industry. Different emails get different click through and open rates. The results are different if you are ecommmerce, store front, service, etc... The best thing to do is google what the email marketing click through and open rates are for your industry and niche. Make sure you include the year too. It varies from year to year. To figure out how many actually submit an order from the email campaign, you can use google analytics to track different links and see what the ROI is.