Internet Retailer Survey: Email Marketing Benchmarks
- Only 59.3% of respondents have acceptable e-mail delivery rates.
- Only 24.2% of web merchants have an e-mail open rate greater than 25%
- Only 17.1% reported e-mail click-through rates of 15.1% or more while 51.8% report click-through rates of 2.51% to 15%
- 60% conduct between one and three campaigns each month
Here are some of our own tips:
- First, we've got some email marketing benchmarks that you can reference as well.
- If you want to know what your successful email delivery rate is, the only way to tell is to sign up for as many ISPs as you possibly can, and send yourself tests. Or, sign up for something like DeliveryMonitor.com.
- Don't know your actual conversion rates? You can use 3rd party conversion trackers in your email campaigns (and websites). Check out ConversionRuler.com
National Retail Federation's Mothers Day Spending Survey
Time to get those Mother's Day email campaigns scheduled (oh yeah, and time to go get a gift for mom!).
According to the National Retail Federation's 2007 Mother's Day Consumer Actions and Intentions survey, consumers plan to spend $15.73 billion This Mother's Day, spending an average of $139.14 on the holiday compared to last year's $122.16.
The study found 84.5% of consumers plan to celebrate this year by spending:
- $1.6 billion on clothes and accessories (37.0%)
- $2.1 billion on jewelry (32.8%)
- $2.3 billion on flowers (72.4%)
- $3.1 billion on a special dinner or brunch at their favorite restaurant (61.0%)
- $1.3 billion on a trip to the spa or beauty salon (19.7%)
If want all kinds of crazy research stats like this every single morning, sign up at MediaPost for their "Center for Media Research" list.
Average Email Marketing Stats and Metrics
Our customers who are new to email marketing often ask us, "What kind of open rates should companies like mine be expecting?" and "How many bounces are too many?" or, "What's a typical abuse complaint rate?"
So we scanned over 30 million emails delivered by our system (where tracking was activated) and calculated average open rates, average click rates, average soft bounces, average hard bounces, and average abuse complaint rates, then sorted them by industry.
It's got average email marketing campaign stats for restaurants, hotels, financial institutions, churches, software companies, and more...
Email Turns 35
The very first email was sent 35 years ago.
Ray Tomlinson sent that first email message, and it was sent from one computer, across the ARPANET, to another computer---sitting right next to the first one. What was the message? Something like Alexander Graham Bell's "Watson, come here. I need you"? Perhaps some geeky-er version of "one giant leap for mankind"? Nope. According to Mr. Tomlinson,
"The test messages were entirely forgettable and I have, therefore, forgotten them. Most likely the first message was QUERTYIOP or something similar."
Today, something like 60 billion emails are sent every day (more stats). Here's a funny list of the most (in)famous emails ever sent.
Gmail's Spam Filter Getting Smarter
According to a study by Lyris, (via ZDNet), Gmail's spam filter accidentally trapped only about 3% of legit email this year, as opposed to 44% last year. Maybe Google just needed a little time to train their algorithms or something. Now if they could just get CSS in HTML email working a little better.
Are you wondering if your emails are even making it into the inbox? DeliveryMonitor is a nice, quick way to find out (read our review here then MailChimp customers can take advantage of this special offer from DeliveryMonitor).
Nearly One Third Of Opens Occur Within 1 Hour
- Nearly 1/3 will open within the first hour of sending (we're all addicted to email, aren't we?)
- The majority (53%) will open within 6 hours
- 78% will have opened within 1 day
- Within 1 week, 95% of openers will have opened
- And people will still open your email a full 30 days after sending (so don't archive your hosted images too soon!)
Pretty interesting stuff, if you:
- Send breaking email news alerts
- Send email invitations to weekly events (give it a day or two for maximum effect, but it's nice to know that lots of people will open within hours)
- Send followup campaigns to "those who did not open." Give people at least 1 week before you assume they didn't open.
Finally, you should note that the Y-axis is not a "percent of list" but a "percent of those on your list who will eventually open." For example, if 30% of your list opens your email (that's about average), this would show that 53% of that 30% will open within 6 hours.
The Internet's effect on Congress
Ever wonder what kind of impact the Internet, particularly email, has had on Congress? It's so easy to blast off an email to your representative these days. It could also be easy for some no-gooders to automatically submit those online contact forms, too.
Here's a study from CMFWEB on how the Internet has affected Congress. Some highlights:
- In 2004, the House received 99,053,399 communications by Internet. The Senate received 83,000,000 by internet.
- Half of House and Senate senior managers surveyed also report their offices have reallocated resources to responding to communications over the last two years.
- only 17% of House offices and 38% of Senate offices answer
all incoming e-mail with e-mail. The large majority of
offices respond to some or all of their e-mail with postal
- Half of congressional staff surveyed believe identical form communications are not sent with constituents’ knowledge or consent. Another 25% are unsure about the legitimacy of these communications.
- Only 3% of staff surveyed say identical form postal mail would have “a lot” of influence on their Member of Congress if he/she had not reached a decision. In contrast, 44% report individualized postal letters would have “a lot” of influence.
Source: found this link in the latest Convio Connection newsletter.