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Joshua Kahn's List: emailresp
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When the day-of-week statistics were broken down by list size, it was found that large lists (over 100,000 recipients) got better results with execution on Monday through Wednesday, posting a 32% increase in reads and a doubling of click-throughs compared to the other days of the week.
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Other list sizes studied were "micro mailers" (lists under 5,000), "small mailers" (lists of 5,000 to 24,999 and "midsize mailers" (lists of 25,000 to 99,999).
The micro mailers got read rates that averaged about 35% and click-through rates between 5% and 9%. Those results compare well to the general average of 27% and 4.4%. Weekends were the best time for click-throughs, averaging 8% to 9% versus 5% to 6% for Tuesday through Thursday.
Small mailers had average read rates and click-through rates of 27.8% and 4.7%, respectively. Friday was the best email execution day, with a 31.2% read rate and 5.3% click-through rate.
Midsize mailers had wide variations in read and click-through behavior, with Monday and Friday being the most productive days (24.4% and 3.85%) and 26.4% and 7.6%), respectively).
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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 %
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Over 21% indicated that the emails they open and buy from are about something they're "specifically interested in." - Endai Worldwide (2007)
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Email marketing consultants consider an open rate of about 20% and a click-through rate of 4% to 5% to be a highly effective email campaign.
- Internet Retailer (2006)
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