Email Open and Click-Thru Rates

Even as email volume has grown dramatically over the past year, open rates and click-to-conversion rates also have been rising, according to a recent study by email service provider Epsilon and the Direct Marketing Association. In response to this study, here are some thoughts on factors driving the recent growth in open and click-thru rates:

1. Smart phone adoption
2. Email client changes (images were blocked by default suppressing open rates though people were reading it. Now most users have added email addresses to the safe sender list which prevents automatic blocking of images)
3. Better segmentation (targeted newsletters) and best practices (subject line, abstract testing and preview pane optimization)
4. Text email formats (negligible portion of the subscribers requesting text)

Means to the industry: Email will continue to be a strong marketing channel after falling a little behind over the last five to six years because of issues including privacy and email client changes. The general population is also open to more emails given the ubiquitous access thanks to email on the go (smart phones and smart devices, etc.), which wasn’t the case even few years ago.

Impact on B-to-B: Combination of Behavioral + Demographic data will help drive engagement and make email a key growth asset for b-to-b companies. Email Optimization efforts are likely to move from product to customer centric (each person/group might get a different version of the newsletter based on click-thru patterns and interest expressed.)

Posted by Karthik Krishnan
Elsevier - Health Sciences
Senior Vice President & General Manager, Pharma Solutions

Comments

[plumbing]

Email has been part of every man's life. They are doing different activities then spread it using their emails.

[burberry online]

Email will continue to be a strong marketing channel after falling a little behind over the last five to six years because of issues including privacy and email client changes.

[sales leads]

Email service provider Epsilon and the Direct Marketing Association. In response to this study, here are some thoughts on factors driving the recent growth in open and click-thru rates:

[telemarketing list]

The key to this process is to email a bunch of dealerships and get them bidding for my business. Related to the email portion of the effort,