Email Marketing Metrics Report: Open Rates, Click Rates, Other Benchmarks by rajkhera

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									email marketing
                                                                         MARCH 200 8




                                     74% of All Opens
                       Occur Within the First 24 Hours
             Deliverability Continues to Increase
                                               + many other email marketing trends!


Copyright 2008 by MailerMailer LLC. All Rights Reserved.
Contact us: 1-800-475-1415 http://www.mailermailer.com
EMAIL MARKETING METRICS REPORT                                                      JULY - DECEMBER (H2) 2007



 Table of Contents
                         Introduction
                                 Why Do We Do This?                                 1
                                 Email Marketing Metrics and Trends                  2

                         Open Rates
                                 Unique Open Rates                                   3
                                 Why have open rates declined in the past?          3
                                 Open Rates by Industry                              4
                                 Open Rate Comparison                                5
                                 Case Study: Increasing Opens                        6

                         Click Rates
                                 Click Rates                                         7
                                 Click Rates by Industry                             8
                                 Click Rate Comparison                               9

                         Open and Click Rates
                                 By Day                                              10
                                 Opens by Subject Line Length                        11
                                 Clicks by Subject Line Length                       11

                         Personalization
                                 How Personalization Affects Open and Click Rates    12

                         Message Format and Links
                                 Click Rates by Format                               13
                                 Clicks by Number of Links                           13

                         Bounces
                                 Deliverability and Bounces                          14
                                 Bounce Rates by Industry                            15
                                 Bounce Percentage by Mailing Frequency              16

                         Stabilization
                                 Stabilization of Open Rates                         17
                                 Total Emails Opened by Hour (Cumulative)           17




Copyright 2008 by MailerMailer LLC. All Rights Reserved.                                                Page I
EMAIL MARKETING METRICS REPORT                                            JULY - DECEMBER (H2) 2007



 Table of Contents
                         Open and Click Rates by List Size and Industry
                                 Banking and Finance                       18
                                 Computer and Internet                     18
                                 Consulting                                19
                                 Consumers: General                        19
                                 Education and Training                    20
                                 Entertainment                             20
                                 Government                                21
                                 Large Business: General                   21
                                 Manufacturing                             22
                                 Marketing and Advertising                 22
                                 Media and Publishing                      23
                                 Medical, Dental, and Healthcare           23
                                 Nonprofit and Trade Association           24
                                 Real Estate                               24
                                 Religious and Spiritual                   25
                                 Restaurant and Food Service               25
                                 Retail Establishments                     26
                                 Small Business: General                   26
                                 Telecommunications                        27
                                 Transportation and Travel                 27
                                 Wholesale and Distribution                28

                         Closing Remarks
                                 Methodology                               29
                                 About MailerMailer                        29




Copyright 2008 by MailerMailer LLC. All Rights Reserved.                                      Page II
EMAIL MARKETING METRICS REPORT                                                     JULY - DECEMBER (H2) 2007



 Introduction
           Why Do We Do This?
           As we were preparing this - our seventh Email Marketing Metrics Report - we asked
           ourselves why we invest the manpower and time to create these twice a year.

           Well, first of all, because we can. Email Marketing is extremely measurable and we
           happen to have loads of data at our fingertips.

           Secondly, it helps our industry. We enjoy sharing benchmarks that anyone can use to
           gauge and improve their own email marketing results.

           Thirdly, and most importantly, it is a service that we provide to our own customers.
           Having access to historical industry averages of open, click, and bounce rates gives them
           an idea of what to expect from their own newsletters and campaigns.

           The data and reports are also being integrated directly into MailerMailer’s service so
           our customers can compare their newsletters and campaigns to industry benchmarks
           instantly.

           Subscribe to MailerMailer’s blog at http://blog.mailermailer.com for more tips, trends
           and metrics to improve your email marketing efforts.




Copyright 2008 by MailerMailer LLC. All Rights Reserved.                                               Page 1
EMAIL MARKETING METRICS REPORT                                                             JULY - DECEMBER (H2) 2007



 Introduction
           Email Marketing Metrics and Trends
           This report tracks email messages sent through MailerMailer between July 1 and December
           31, 2007. It also includes data from earlier reports to show trends. See Methodology for details
           about how this data was collected and measured.

               •  Open Rates - Overall open rates took a nosedive compared to the first half of 2007,
                  dropping over 2% - and more than 3% from the same period a year ago. 74% of all opens
                  occur within the first 24 hours.

               •  Click Rates - Average click-through rates declined ever so slightly, around a quarter of
                  one percent, but remain fairly stable.

               •  Best Days to Send - Mondays, Tuesdays, and the weekends continue to earn higher open
                  and click rates.

               •  Subject Lines - Emails with shorter subject lines significantly outperformed emails with
                  longer subject lines.

               •  Personalization - Emails that used personalization received higher click and open rates.

               •  Deliverability - Overall bounce rates declined slightly in the first half of 2007.

               •  Number of Recipients - In general, as in previous years, emails sent to fewer people were
                  opened and clicked on more.

           A smaller list size does not directly affect open and click results. However, mailings to smaller
           lists may be targeted better, contain more relevant content, or have more recent subscribers.




Copyright 2008 by MailerMailer LLC. All Rights Reserved.                                                       Page 2
EMAIL MARKETING METRICS REPORT                                                      JULY - DECEMBER (H2) 2007



 Open Rates
    25%                                                    Unique Open Rates
                                                           The overall unique open rate for emails sent by
                                                           customers in all industries in the last six months of
    20%                                                    2007 declined over 2%, continuing the downward
                                           17.90%
             17.20%                                        trend we have seen for the last several years. This
                             16.11%
                                                           period’s drop, however, was the most significant,
    15%                                    13.98%          possibly due to the proliferation of emails being
                                                           viewed on handheld devices.

    10%                                                    Last half of 2007:       13.98%
                                                           First half of 2007:      16.11%

     5%

                                                           Why have open rates declined in the past?
                                                           Open rates began declining in late 2004 as more
     0%
             H2 2006        H1 2007        H2 2007
                                                           people started using email programs that disable
                       Unique Open Rates
                                                           automatic image downloading by default.

                                                           To track open rates, HTML emails contain a 1x1
                                                           pixel invisible image. When a recipient enables images
                                                           to display when they read the message, the sending
                                                           servers are able to track when the image was displayed
                                                           and by whom- this is the “open rate” information you
                                                           see in your reports. When images are blocked, the
          Definition                                       “open” cannot be tracked.
             Unique opens are calculated as
             the number of addresses which                 Open rates are becoming less accurate with many
             were tracked as having viewed                 people reading email from hand held devices and
             a message divided by the total                disabling image downloading. The fact that click rates
             number of HTML messages sent.                 remained fairly steady suggests that people are still
             Each address, even if it opened               reading the messages even though fewer opens are
             the message more than once,                   being reported.
             was counted only once; hence,
             showing unique opens.                         Not all industries experienced a decline in open rates,
                                                           as the next page shows.




Copyright 2008 by MailerMailer LLC. All Rights Reserved.                                                      Page 3
EMAIL MARKETING METRICS REPORT                                                                             JULY - DECEMBER (H2) 2007



 Open Rates
                                                                                              Open Rates by Industry
              Banking/Finance                                                    28.84%
                                                                                              Industries that earned the highest
            Religious/Spiritual                                                26.76%
                                                                                              unique open rates in the last half of
         Transportation/Travel                                             25.69%
                                                                                              2007 were the same as the first half, but
                                                                                              in a different order:
          Telecommunications                                               24.91%                                     H1       H2
                                                                                              Banking/Finance         28.07% 28.84%
       Large Business: General                                  18.17%
                                                                                              Religious/Spiritual     23.78% 26.76%

                   Real Estate                                 17.86%                         Transportation/Travel   26.53% 25.69%
                                                                                              Telecommunications      26.46% 24.91%
          Retail Establishment                                 17.54%


        Wholesale/Distribution                                17.23%


                  Government                                  17.11%                          Emails sent by the following industries
                                                                                              were least likely to be opened:
       Small Business: General                               16.53%

                                                                                                                      H1       H2
             Media/Publishing                                16.19%
                                                                                              Entertainment           10.38% 9.04%
    Nonprofit/TradeAssociation                               15.79%                           Consulting              10.80% 7.60%
                                                                                              Medical                 13.72% 6.64%
                Manufacturing                           14.25%


            Education/Training                          13.78%


           Consumers: General                          13.66%


         Marketing/Advertising                         13.33%
                                                                                               Tip

                                                                                                     The biggest factor in
            Computer/Internet                   10.41%
                                                                                                     determining whether
       Restaurant/FoodService                   9.85%                                                someone will open your
                                                                                                     message is your subject line
                Entertainment                  9.04%                                                 and your “from” address.
                                                                                                     Subject lines that read like
                    Consulting               7.60%
                                                                                                     spam are often confused
    Medical/Dental/Healthcare               6.64%                                                    with spam so be sure to
                                                                                                     include your brand name to
                                  0%   5%    10%       15%      20%      25%    30%     35%
                                                                                                     help increase recognition
                                             Open Rates by Industry
                                                                                                     with your readers.



Copyright 2008 by MailerMailer LLC. All Rights Reserved.                                                                            Page 4
EMAIL MARKETING METRICS REPORT                                                                           JULY - DECEMBER (H2) 2007



 Open Rates
                                                    H1 2007      H2 2007
                                                                                              Open Rate Comparison
                                                                        28.07%
            Banking/Finance                                                                   Open rates for some industries increased
                                                                         28.84%
                                                                                              while most decreased.
                                                   15.16%
          Computer/Internet
                                          10.41%

                   Consulting
                                          10.80%                                              Biggest Winners:
                                       7.60%
                                                                                                      Banking/Finance
                                                  15.55%
         Consumers: General
                                               13.66%
                                                                                                      Religious/Spiritual
                                                   16.64%
                                                                                                      Wholesale/Dsitribution
          Education/Training
                                               13.78%

               Entertainment
                                          10.38%                                              Biggest Losers:
                                         9.04%
                                                                                                      Medical/Dental/Healthcare
                                                                23.75%
                 Government
                                                     17.11%
                                                                                                      Computer/Internet
                                                       18.71%                                         Government
      Large Business: General
                                                      18.17%                                          Restaurant/Food Service
                                                   15.59%
               Manufacturing
                                                 14.25%
                                                 15.76%
       Marketing/Advertising
                                              13.33%
                                                      17.44%
            Media/Publishing
                                                    16.19%
                                               13.72%
  Medical/Dental/Healthcare
                                      6.64%
                                                   15.78%
  Nonprofit/TradeAssociation
                                                   15.79%
                                                          20.75%
                  Real Estate
                                                      17.86%
                                                                23.78%
           Religious/Spiritual
                                                                    26.76%                     Tip
                                                     17.10%
     Restaurant/FoodService
                                          9.85%                                                      Send a welcome message
         Retail Establishment
                                                               22.61%                                to subscribers as soon as
                                                      17.54%
                                                                                                     possible after they sign
                                                        19.32%
      Small Business: General
                                                    16.53%
                                                                                                     up. Ask them to put your
                                                                    26.46%
                                                                                                     email address on their safe
         Telecommunications
                                                                  24.91%                             senders list to increase the
        Transportation/Travel                                       26.53%                           chances of delivery into
                                                                   25.69%
                                                                                                     their inbox, not bulk mail
                                         9.26%
      Wholesale/Distribution
                                                     17.23%
                                                                                                     folder.

                                 0%    5%     10%       15%     20%      25%      30%   35%
                                              Open Rate Comparison



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EMAIL MARKETING METRICS REPORT                                                                      JULY - DECEMBER (H2) 2007



  Open Rates
                                   Case Study: Increasing Opens
    Identify your                  Increasing Opens 10% by Knowing Your Readers’ Hot Buttons

    recipients’                    Our MoreBusiness.com site is a fairly popular destination for small business owners looking
    hot buttons                    for information on business and marketing plans – it is a top search result on the term
                                   “sample marketing plan”. Thousands of individual small business owners visit the site every
    and you can                    day, many of whom signed up for our bi-weekly newsletter (to sign up, visit MoreBusiness.
    increase your                  com - the newsletter info is on the top right).
    open rate                      For each issue, we look over the articles featured in the newsletter and toy with variations for
    overnight.                     our subject line. Over time, we found that terms that included or were related to business
                                   planning garnered a significantly higher open rate than other terms. Even when we thought
                                   that readers interested in business planning would be interested in other business related
                                   topics, such as lead generation, our results proved otherwise. Example:

                             50%
                                                                                                  37.75%
                             40%        32.75%                                 31.27%
                Open Rates




                                                           26.17%                                                    27.58%
                             30%
                             20%
                             10%
                              0%
                                   Setting Strategic       What Your     How we wrote our       2008 Business     Generating New
                                   Goals for the New   Competition Might 2008 business plan,   Planning Guide,     Leads, Feb 5
                                     Year, Dec 18       Learn About You        Jan 14              Jan 22
                                                        This Year, Jan 9
                                                                           Subject Lines
                                   Notice the pattern. Every time the subject line includes terms like “planning”, “strategy”,
                                   or “goal” – all related to business plans – the open rate is over 30%. The moment we deviate
                                   and include other terms that we think people might respond to, like “competition” or
                                   “generating leads”, the open rate drops below 30%.

                                   Look at the last two subject lines. There is a 10% increase in the open rate for the one about
                                   our 2008 Business Planning Guide compared to our information on Generating New Leads.

                                   These numbers make it clear: our MoreBusiness.com readers want information to help
                                   them set goals and write a business plan. It is not surprising - we have over 100 free sample
                                   business plans they can view on our site. The surprising point is how connected our readers
                                   are with terms related to business planning, strategy, and goal setting. These terms are our
                                   audience’s hot buttons.


Copyright 2008 by MailerMailer LLC. All Rights Reserved.                                                                      Page 6
EMAIL MARKETING METRICS REPORT                                                       JULY - DECEMBER (H2) 2007



 Click Rates
    4%                                                     Click Rates
                                                           Click rates record how many times the links in an
             3.21%          3.18%                          email message were clicked. It includes clicks from
                                           2.90%           both text and HTML format recipients. Overall click
    3%
                                                           rates declined slightly since our last report.

                                                           Last half of 2007:       2.90%
    2%                                                     First half of 2007:      3.18%

                                                           Although open rates experienced a sharp decline,
                                                           the fact that click rates edged downward by only a
    1%                                                     marginal amount suggests that emails are probably
                                                           still being opened at earlier rates but that the tracking
                                                           ability is dimished due to image downloading being
                                                           disabled.
    0%
            H2 2006        H1 2007        H2 2007
                         Click Rates


         Definition                                         Tips

             Click rates are defined as the                      Readers click more often on attractive,
             total number of unique clicks                       well designed emails that offer useful
             (i.e., the first time a person                      and interesting information.
             clicks on a link) divided by the
             total number of opportunities to                    Knowing your reader’s hot buttons
             click. It is calculated as follows:                 (terms or offers they historically react
             the total number of unique clicks                   to) can also increase click rates.
             divided by the product of the
             number of links in each message                     Give your readers a reason to click.
             and the number of total                             Include a “Buy Now” button or a link
             recipients.                                         to “Read the full story.” Put just enough
                                                                 content to whet their appetite so they
             For example, a message sent to                      want more.
             100 people with 5 unique links in
             it that get 10 unique clicks would
             have a 10/(100*5) = 2% click rate




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EMAIL MARKETING METRICS REPORT                                                                               JULY - DECEMBER (H2) 2007



 Click Rates
                                                                                               Click Rates by Industry
                   Real Estate                                                   7.01%
                                                                                               The same industries that topped the
              Banking/Finance                                                    6.98%         best click-through rates in the first half
                                                                                               of 2007 continued to dominate the
          Retail Establishment                                          5.20%
                                                                                               second half:
         Transportation/Travel                                          5.19%
                                                                                                                         H1      H2
                                                                                               Real Estate               5.10%   7.01%
            Religious/Spiritual                                       4.85%                    Banking/Finance           6.52%   6.98%
                                                                                               Retail Establishments     6.30%   5.20%
    Medical/Dental/Healthcare                                      4.77%
                                                                                               Transportation/Travel     5.42%   5.19%
           Consumers: General                                 3.79%


             Media/Publishing                              3.20%                               Emails sent by the following industries
                                                                                               in July - December 2007 were least
        Wholesale/Distribution                         2.99%
                                                                                               likely to be clicked on:
            Computer/Internet                          2.90%                                                             H1      H2
                                                                                               Marketing/Advertising     1.88%   1.53%
                Manufacturing                         2.70%                                    Entertainment             1.29%   1.22%
                                                                                               Restaurant/Food Service   1.60%   0.81%
                  Government                         2.64%
                                                                                               Consulting                1.47%   0.75%
            Education/Training                      2.44%


    Nonprofit/TradeAssociation                     2.16%


       Small Business: General                     2.09%


       Large Business: General                  2.06%


          Telecommunications                  1.70%


         Marketing/Advertising               1.53%


                Entertainment               1.22%


       Restaurant/FoodService          0.81%


                    Consulting         0.75%


                                  0%   1%     2%     3%      4%    5%     6%    7%   8%   9%
                                                Click Rates By Industry




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EMAIL MARKETING METRICS REPORT                                                                             JULY - DECEMBER (H2) 2007



 Click Rates
                                                          H1 2007      H2 2007
                                                                                                 Click Rate Comparison
                                                                            6.52%      H1 2007
            Banking/Finance                                                                      Although overall click rates remained
                                                                               6.98%   H2 2007

                                                             4.59%                               steady, several industries saw some
          Computer/Internet
                                                  2.90%                                          fluctuation compared to six months
                   Consulting
                                       1.47%                                                     ago.
                                          0.75%
                                                       3.90%
         Consumers: General                                                                      Biggest Winners:
                                                      3.79%
                                              2.55%                                                      Real Estate
          Education/Training
                                              2.44%                                                      Wholesale/Distribution
                                      1.29%                                                              Medical/Dental/Healthcare
               Entertainment
                                      1.22%
                                                                                                         Manufacturing
                                                    3.55%
                 Government                                                                              Banking/Finance
                                               2.64%
                                          2.07%
      Large Business: General
                                          2.06%                                                  Biggest Losers:
                                         1.85%                                                           Retail Establishment
               Manufacturing
                                             2.70%
                                                                                                         Government
                                         1.88%
       Marketing/Advertising
                                       1.53%                                                             Computer/Internet
            Media/Publishing
                                                     3.41%                                               Small Business
                                                    3.20%
                                                       3.84%
  Medical/Dental/Healthcare
                                                            4.77%
                                          2.07%
  Nonprofit/TradeAssociation
                                          2.16%
                                                               5.10%
                  Real Estate
                                                                               7.01%
                                                          4.07%
           Religious/Spiritual
                                                              4.85%
                                       1.60%
     Restaurant/FoodService
                                         0.81%
                                                                           6.30%
         Retail Establishment
                                                                   5.20%
                                            2.49%
      Small Business: General
                                          2.09%
                                         1.81%
         Telecommunications
                                        1.70%
                                                                    5.42%
        Transportation/Travel
                                                                   5.19%
                                      1.29%
      Wholesale/Distribution
                                                  2.99%

                                 0%            2%             4%             6%        8%
                                                    Click Rate Comparison



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EMAIL MARKETING METRICS REPORT                                                          JULY - DECEMBER (H2) 2007



 Open and Click Rates
             By Day
             Emails sent early in the work week or on the weekends earned higher        Best days to send:
             open and click rates; Mondays being the best. Weekend readership
             experienced an increase.
                                                                                        Monday, Tuesdays,
                                                                                        and Weekends.
             Like the first half of 2007, recipients were least likely to open emails
             sent on Fridays and messages sent on Tuesdays garnered the highest
             click rates.
       20%


       18%


       16%


       14%


       12%
                                                                                         Open Rate H1 2007
                                                                                         Open Rate H2 2007
       10%
                                                                                         Click Rate H1 2007
                                                                                         Click Rate H2 2007
        8%


        6%


        4%


        2%


        0%
                Sun        Mon       Tue        Wed       Thu         Fri       Sat
                                 Open and Click Rates by Day

             Tips

                  To increase your open and click rates, try sending early
                  in the week or on the weekends.

                  Keep in mind that some organizations such as
                  entertainment venues, restaurants or retail
                  establishments may get better results later in the week.

                  Experiment and find out what works best for you!



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EMAIL MARKETING METRICS REPORT                                                       JULY - DECEMBER (H2) 2007



  Open and Click Rates
           Opens by Subject Line Length
           Continuing a trend we have seen for a few years now, email recipients     Shorter subject
           were significantly more likely to open messages that used short subject
           lines (35 or fewer characters).
                                                                                     lines result in
                                                                                     dramatically higher
              25%
                                                                                     open and click rates.
                             20.10%
              20%


                                                             15.28%
              15%



              10%



              5%



              0%
                           less than 35                    more than 35
                                  Opens by Subject Line Length



           Clicks by Subject Line Length
           Readers also continued to click more often on emails with short subject
           lines. Always use short, descriptive subject lines.

              4%
                                                                                      Tip
                              3.28%

              3%                                                                            Avoid words
                                                                                            and symbols
                                                               2.05%                        that spammers
              2%
                                                                                            use such as
                                                                                            “FREE,” “!!!,”
              1%
                                                                                            or “$” as these
                                                                                            can hinder
                                                                                            delivery.
              0%
                            less than 35                    more than 35
                                  Clicks by Subject Line Length




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EMAIL MARKETING METRICS REPORT                                                                JULY - DECEMBER (H2) 2007



 Personalization
           How Personalization Affects Open and Click Rates
           Personalizing only the subject line shows a decrease in open and
           click rates, possibly because it is becoming a tactic commonly used by
           spammers to trick people into opening messages.



                     Not Personalized                                                   13.48%


                    Subject Line Only
                                                                                     12.43%
                         Personalized


            Message Only Personalized                                                           15.17%


                Both Subject Line and
                                                                                                         17.69%
                 Message Personalized

                                        0%        4%              8%           12%               16%          20%
                                                           Open rates by Personalization




                     Not Personalized                                        2.66%


                    Subject Line Only
                                                               1.68%
                         Personalized


            Message Only Personalized                                                                     4.54%


                Both Subject Line and
                                                                  1.85%
                 Message Personalized

                                        0%        1%              2%            3%               4%               5%
                                                           Click Rates by Personalization




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EMAIL MARKETING METRICS REPORT                                                                JULY - DECEMBER (H2) 2007



 Message Format and Links
                                                                               Click Rates by Format
                                                                               There was a slight difference in click rates
                                                                               between HTML and text messages. Our
            text messages                                        3.72%         data shows about a 0.7% difference in click
                                                                               rate but the vast majority of our customer’s
                                                                               recipients, over 95%, opt to receive HTML
                                                                               formatted messages instead of text. As a
                                                                               result, we had far fewer text-only messages
                                                                               in our data set so the click rate may be less
                                                                               statistically valid. In prior years, HTML
           html messages                                 3.03%                 messages showed a slightly higher click rate.




                            0%   1%         2%       3%          4%       5%
                                       Click Rates by Format


                                                                               Clicks by Number of Links
                                                                               Emails containing a roster of items to click
             more than 20                                         3.84%
                                                                               on garnered higher click rates than messages
                                                                               with fewer links, with a sharp increase for
                                                                               messages having over 20 links.
           between 11-20                         2.18%




            between 6-10                 1.46%
                                                                                Tip

                                                                                      To improve your click rates,
              between 1-5                   1.82%
                                                                                      try including multiple links to
                                                                                      your landing page.

                            0%    1%        2%       3%          4%       5%
                                  Clicks by Number of Links




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EMAIL MARKETING METRICS REPORT                                                              JULY - DECEMBER (H2) 2007



 Bounces
           Deliverability and Bounces
           For a full year now, deliverability continues to increase (bounces decrease), reversing a trend seen in
           years past. All email campaigns result in a percent of messages that are undeliverable. An email may
           “bounce back” due to several reasons:

                •  Subscriber’s email address has changed
                •  Receiving server is temporarily unavailable
                •  Message inadvertently flagged as spam

           MailerMailer automatically records and purges email addresses that result in bounces from our
           customers’ lists after their fifth mailing with us. Due to this, our customers’ bounce rates generally
           decrease noticeably after their fifth delivery using our system.

           5%                 4.55%
                                            4.34%

           4%


           3%

                                                                                1.86%
           2%                                                                                 1.62%


           1%


           0%
                             H1 2007       H2 2007                             H1 2007      H2 2007
                              First Five Mailings                         Sixth And Subsequent Mailings
                                                     Overall Bounce Rates

             Tips

                 Bounce rates for the first five mailings depend largely on how well an existing list
                 was managed prior to using our service. We use several screening procedures
                 for our new customers and for new lists that minimize inclusion of older or
                 unreliable addresses.

                 The average bounce rates for the sixth and subsequent mailings are affected by
                 several factors including the frequency in which a customer sends messages to a
                 particular email list. See Bounce Percentage per Mailings.



Copyright 2008 by MailerMailer LLC. All Rights Reserved.                                                              Page 14
EMAIL MARKETING METRICS REPORT                                                                                       JULY - DECEMBER (H2) 2007



 Bounces
                                              First Five Mailings           Sixth and Subsequent
                                                                                                          Bounce Rates by Industry
                                                                       4.23%
            Banking/Finance                                                                               Industries that received the lowest
                                      1.10%
                                                                      4.09%                               bounce rates for their first five mailings
          Computer/Internet
                                         1.46%                                                            (and therefore, the best delivery rates)
                                                                                       5.93%
                   Consulting                                                                             were:
                                          1.68%
                                                               3.46%
         Consumers: General
                                         1.53%                                                            Marketing/Advertising             2.91%
                                                                            4.61%                         Transportation/Travel             2.96%
          Education/Training
                                                   2.36%
                                                                                                          Entertainment                     3.02%
                                                            3.02%
               Entertainment
                                      1.02%
                                                                       4.28%
                                                                                                          The following industries earned the
                 Government
                                                  2.23%                                                   lowest bounce rates (and therefore, the
      Large Business: General
                                                                      4.08%                               best delivery rates) on their sixth and
                                         1.43%
                                                                                                          subsequent mailings with MailerMailer:
                                                                                     5.66%
               Manufacturing
                                      0.95%
                                                        2.91%
                                                                                                          Marketing/Advertising             0.94%
       Marketing/Advertising
                                  0.94%                                                                   Manufacturing                     0.95%
            Media/Publishing
                                                                                 5.21%                    Entertainment                     1.02%
                                                1.97%
                                                                                    5.43%
  Medical/Dental/Healthcare
                                                              3.26%
                                                              3.31%
  Nonprofit/TradeAssociation
                                               1.90%
                                                                                 5.30%
                  Real Estate
                                                  2.21%
                                                            3.07%
           Religious/Spiritual
                                               1.85%
                                                                      4.04%
     Restaurant/FoodService
                                        1.30%
                                                          3.25%
         Retail Establishment
                                                     2.56%
                                                                    3.75%
      Small Business: General
                                               1.84%
                                                                     4.00%
         Telecommunications
                                         1.50%
                                                            2.96%
        Transportation/Travel
                                         1.49%
                                                                                             6.59%
      Wholesale/Distribution
                                               1.83%

                                 0%       1%           2%       3%          4%       5%      6%      7%
                                                  Bounce Rates by Industry



Copyright 2008 by MailerMailer LLC. All Rights Reserved.                                                                                      Page 15
EMAIL MARKETING METRICS REPORT                                                                                      JULY - DECEMBER (H2) 2007



 Bounces
                             Bounce Percentage by Mailing Frequency
                             A percent of people change jobs and/or email addresses at any given time                   Deliverability
                             which results in natural attrition (churn) for all email lists. There is also a
                             relationship between the frequency in which you send emails to a list and the
                                                                                                                        is higher for
                             bounce percentage per mailing.                                                             frequent senders.
                             Bounce percentages are most likely lower for more frequent senders due
                             to inactive addresses being purged from their lists regularly. In addition,
                             recipients are less likely to mistake your message as spam if they receive emails
                             from you frequently.

                             Deliverability also affects bounce rates. According to SenderScore,
                             MailerMailer’s deliverability was 98.9% during the period covered by this
                             report.


                       16%

                       14%                                                                                13.57%

                       12%
   Bounce Percentage




                       10%

                       8%

                       6%                                                                  5.43%
                                                                            4.91%
                       4%
                                 2.35%                        2.59%
                                                2.02%
                       2%

                       0%
                              Once a Day or   Few Times a   Once a Week   Few Times a   Once a Month   Less than Once
                                  More           Week                       Month                         a Month
                                                              Mailing Frequency




                               Tip

                                     Send emails to your list at least once a month so your
                                     recipients don’t forget they signed up.




Copyright 2008 by MailerMailer LLC. All Rights Reserved.                                                                               Page 16
EMAIL MARKETING METRICS REPORT                                                                                                 JULY - DECEMBER (H2) 2007



 Stabilization
           Stabilization of Open Rates                                               100%
                                                                                                                                                      H 2007
                                                                                                                                                      H2 2007
                                                                                                                                                      H1 2007
                                                                                                                                                      H2 2007
           How soon do recipients open emails?
                                                                                     83.4%
                                                                                     80%




                                                       Messages Opened in the Hour
           This chart shows how soon after                                           73.6%
           delivery a percent of those subscribers
           who would eventually open a message                                       60%
           actually opened it. Nearly three
           quarters of all opens occur in the first
           24 hours.                                                                 40%



           (This data is based on unique open
           rates and does not include forwarded                                      20%

           emails or those opened multiple times
           by a recipient.)
                                                                                      0%
                                                                                            0   24       48        96        144        192    240   288        335
                                                                                                                   Hours After Delivery
           Total Emails Opened by Hour
           (Cumulative)                                                               12%
                                                                                                                                                      H2 2007
                                                                                                                                                      H2 2007
                                                                                                                                                       2007
                                                                                                                                                      H1 2007
           Most of your recipients will open your                                     10%
           email within a few hours of delivery
                                                         Cumulative Percent Opened




           if they are going to open it at all. Be
           prepared to receive the majority of                                        8%

           customer responses within two days.
                                                                                      6%
             Tips

                 Some recipients will open                                            4%
                 your email a couple of
                 weeks or even longer
                                                                                      2%
                 after delivery. Make sure
                 that your images, links,
                 and landing pages remain                                             0%
                                                                                            0        6        12        18         24     30    36   42         48
                 accessible to them.                                                                                Hours After Delivery

                 26.4% of all opens occur
                 after the first 24 hours.



Copyright 2008 by MailerMailer LLC. All Rights Reserved.                                                                                               Page 17
EMAIL MARKETING METRICS REPORT                                                    JULY - DECEMBER (H2) 2007



  Open and Click Rates by List Size and Industry
      Banking and Finance

          45%                                              12%
                                40.87%
                                                                 10.67%
          40%                                                                      10.24%
                  35.56%                                   10%
          35%


          30%                                              8%
                                                26.95%
                                                                                                     6.69%
          25%
                                                           6%
          20%


          15%                                              4%


          10%
                                                           2%
           5%


           0%                                              0%
                  25-499       499-999          1000+            25-499            499-999           1000+


                      Open Rates by List Size                            Click Rates by List Size



      Computer and Internet

          30%                                              6%


                                                                 5.14%
          25%     23.82%                                   5%


                                                                                   4.06%
          20%                                              4%



                                                                                                     2.89%
          15%                   13.43%                     3%


                                                10.33%
          10%                                              2%



           5%                                              1%



           0%                                              0%
                  25-499       499-999          1000+            25-499           499-999            1000+


                      Open Rates by List Size                             Click Rates by List Size




Copyright 2008 by MailerMailer LLC. All Rights Reserved.                                                     Page 18
EMAIL MARKETING METRICS REPORT                                               JULY - DECEMBER (H2) 2007



  Open and Click Rates by List Size and Industry
      Consulting

          20%                                              9%
                                 18.01%                                        7.99%
          18%                                              8%

          16%
                                                           7%

          14%
                                                           6%
          12%
                                                           5%   4.74%
          10%
                   8.59%
                                                           4%
           8%                                    7.47%

                                                           3%
           6%

                                                           2%
           4%

           2%                                              1%                                  0.67%


           0%                                              0%
                  25-499        499-999          1000+          25-499        499-999          1000+

                       Open Rates by List Size                      Click Rates by List Size



      Consumers: General

          40%                                              9%


          35%                                              8%   7.59%
                  33.25%

                                                           7%
          30%

                                                           6%
          25%
                                 21.95%
                                                           5%
          20%                                                                  4.16%
                                                           4%                                  3.77%

          15%                                    13.51%
                                                           3%

          10%
                                                           2%

           5%                                              1%


           0%                                              0%
                  25-499        499-999          1000+          25-499        499-999          1000+

                       Open Rates by List Size                      Click Rates by List Size




Copyright 2008 by MailerMailer LLC. All Rights Reserved.                                               Page 19
EMAIL MARKETING METRICS REPORT                                                     JULY - DECEMBER (H2) 2007



  Open and Click Rates by List Size and Industry
      Education and Training

          35%                                              5%

                  30.90%
          30%                   28.71%                          4.08%
                                                                                    3.90%
                                                           4%

          25%


                                                           3%
          20%
                                                                                                    2.33%

          15%
                                                 12.55%    2%


          10%

                                                           1%
           5%



           0%                                              0%
                  25-499        499-999          1000+          25-499             499-999          1000+


                       Open Rates by List Size                           Click Rates by List Size




      Entertainment

          25%                                              7%
                                                                                    6.29%
                  21.51%
                                                           6%
                                20.05%
          20%

                                                           5%   4.72%


          15%
                                                           4%



                                                           3%
          10%                                    8.92%


                                                           2%

           5%                                                                                       1.17%
                                                           1%



           0%                                              0%
                  25-499        499-999          1000+          25-499             499-999          1000+


                      Open Rates by List Size                           Click Rates by List Size




Copyright 2008 by MailerMailer LLC. All Rights Reserved.                                                    Page 20
EMAIL MARKETING METRICS REPORT                                                 JULY - DECEMBER (H2) 2007



  Open and Click Rates by List Size and Industry
      Government

          40%                                              10%

                                                           9%    8.70%
          35%     33.00%
                                                           8%
          30%
                                                           7%
                                                                                6.26%
          25%
                                                           6%

          20%                   18.73%                     5%
                                                16.68%
                                                           4%
          15%

                                                           3%
                                                                                                 2.35%
          10%
                                                           2%

           5%
                                                           1%

           0%                                              0%
                  25-499       499-999          1000+            25-499         499-999          1000+


                      Open Rates by List Size                         Click Rates by List Size



      Large Business: General

          30%                                              10%
                  27.16%                                         8.94%
                                                           9%
          25%
                                22.88%                     8%

                                                           7%
          20%
                                                18.09%
                                                           6%                   5.78%


          15%                                              5%

                                                           4%
          10%
                                                           3%
                                                                                                 2.01%
                                                           2%
           5%
                                                           1%

           0%                                              0%
                  25-499       499-999          1000+            25-499         499-999          1000+


                      Open Rates by List Size                         Click Rates by List Size




Copyright 2008 by MailerMailer LLC. All Rights Reserved.                                                 Page 21
EMAIL MARKETING METRICS REPORT                                                     JULY - DECEMBER (H2) 2007



  Open and Click Rates by List Size and Industry
      Manufacturing

          40%                                              16%


          35%                                              14%                      13.60%
                  32.75%
                                30.81%
          30%                                              12%

                                                                 10.03%
          25%                                              10%


          20%                                              8%


                                                14.21%
          15%                                              6%


          10%                                              4%
                                                                                                     2.68%

           5%                                              2%


           0%                                              0%
                  25-499       499-999          1000+            25-499             499-999          1000+


                      Open Rates by List Size                             Click Rates by List Size



      Marketing and Advertising

          30%                                              9%
                  27.01%
                                                           8%    7.62%
          25%
                                                           7%                       6.64%


          20%                                              6%


                                                           5%
          15%
                                                13.32%
                                                           4%


          10%                   9.26%                      3%


                                                           2%                                        1.51%
           5%
                                                           1%


           0%                                              0%
                  25-499       499-999          1000+            25-499            499-999           1000+
                                                                         Click Rates by List Size
                      Open Rates by List Size




Copyright 2008 by MailerMailer LLC. All Rights Reserved.                                                     Page 22
EMAIL MARKETING METRICS REPORT                                                   JULY - DECEMBER (H2) 2007



  Open and Click Rates by List Size and Industry
      Media and Publishing

          40%                                              5%

                                                                4.45%
          35%     33.50%

                                                           4%
          30%
                                                                                  3.45%
                                24.84%                                                             3.19%
          25%
                                                           3%

          20%
                                                16.05%
                                                           2%
          15%


          10%
                                                           1%

           5%


           0%                                              0%
                  25-499       499-999          1000+           25-499           499-999           1000+

                      Open Rates by List Size                           Click Rates by List Size



      Medical, Dental, and Healthcare

          25%                                              8%

                  21.58%
                                21.14%                     7%   6.65%
          20%
                                                           6%


                                                           5%                                      4.77%
          15%
                                                                                  4.29%

                                                           4%

          10%
                                                           3%


                                                           2%
           5%
                                                3.45%
                                                           1%


           0%                                              0%
                  25-499       499-999          1000+           25-499           499-999           1000+


                      Open Rates by List Size                           Click Rates by List Size




Copyright 2008 by MailerMailer LLC. All Rights Reserved.                                                   Page 23
EMAIL MARKETING METRICS REPORT                                                    JULY - DECEMBER (H2) 2007



  Open and Click Rates by List Size and Industry
      Nonprofit and Trade Association

          35%                                              5%
                  32.22%
                                                                                   4.30%
          30%                                                    4.11%
                                  27.29%                   4%

          25%


                                                           3%
          20%


                                                  14.89%                                            2.03%
          15%
                                                           2%


          10%

                                                           1%
           5%



           0%                                              0%
                   25-499         499-999         1000+          25-499           499-999           1000+


                        Open Rates by List Size                          Click Rates by List Size



      Real Estate

          40%                                              14%


          35%                     34.15%                         11.91%
                                                           12%


          30%
                                                           10%

          25%
                                                           8%
                                                                                                    6.98%
          20%     18.11%                          17.71%
                                                           6%
                                                                                    5.23%
          15%

                                                           4%
          10%


                                                           2%
           5%


           0%                                              0%
                  25-499         499-999          1000+          25-499            499-999          1000+


                        Open Rates by List Size                          Click Rates by List Size




Copyright 2008 by MailerMailer LLC. All Rights Reserved.                                                    Page 24
EMAIL MARKETING METRICS REPORT                                                    JULY - DECEMBER (H2) 2007



  Open and Click Rates by List Size and Industry
      Religious and Spiritual

          45%                                              10%


          40%                   38.28%                     9%
                  37.42%                                                            8.38%

                                                           8%
          35%                                                     7.25%
                                                           7%
          30%
                                                26.09%
                                                           6%
          25%
                                                           5%                                       4.66%
          20%
                                                           4%
          15%
                                                           3%

          10%
                                                           2%

           5%                                              1%

           0%                                              0%
                  25-499       499-999          1000+            25-499            499-999          1000+


                      Open Rates by List Size                            Click Rates by List Size



      Restaurant and Food Service

          45%                                              8%
                                                                 7.21%
          40%     38.13%                                   7%

          35%
                                                           6%

          30%
                                                           5%
          25%
                                                                                   3.92%
                                                           4%
          20%
                                17.49%
                                                           3%
          15%

                                                9.63%      2%
          10%

                                                           1%                                       0.77%
           5%


           0%                                              0%
                  25-499       499-999          1000+            25-499           499-999           1000+


                      Open Rates by List Size                            Click Rates by List Size




Copyright 2008 by MailerMailer LLC. All Rights Reserved.                                                    Page 25
EMAIL MARKETING METRICS REPORT                                                     JULY - DECEMBER (H2) 2007



  Open and Click Rates by List Size and Industry
      Retail Establishments

          35%                                              14%

                  30.84%        30.98%
                                                                                    11.84%
          30%                                              12%



          25%                                              10%



          20%                                              8%     7.29%
                                                17.50%


          15%                                              6%
                                                                                                    5.18%


          10%                                              4%



           5%                                              2%



           0%                                              0%
                  25-499       499-999          1000+            25-499             499-999         1000+


                      Open Rates by List Size                            Click Rates by List Size



      Small Business: General
                                                                         Click Rates by List Size

          30%                                              5%
                                27.11%
                  25.34%                                         4.20%
                                                                                    4.07%
          25%
                                                           4%


          20%
                                                           3%
                                                16.34%

          15%
                                                                                                    2.04%
                                                           2%
          10%


                                                           1%
           5%



           0%                                              0%
                  25-499       499-999          1000+            25-499            499-999          1000+
                                                                                  List Size
                      Open Rates by List Size




Copyright 2008 by MailerMailer LLC. All Rights Reserved.                                                    Page 26
EMAIL MARKETING METRICS REPORT                                                     JULY - DECEMBER (H2) 2007



  Open and Click Rates by List Size and Industry
      Telecommunications

          30%                                              2.5%


                                                24.95%
          25%
                                                           2.0%    1.92%
                  21.02%
                                                                                                       1.70%
          20%
                                                           1.5%

          15%                   13.72%

                                                           1.0%
          10%


                                                           0.5%
           5%                                                                        0.29%



           0%                                              0.0%
                  25-499       499-999          1000+             25-499            499-999            1000+

                      Open Rates by List Size                              Click Rates by List Size



      Transportation and Travel

          40%                                              12%


          35%     33.86%
                                                           10%    9.67%

          30%                                                                       8.52%
                                                25.69%      8%
          25%                   23.53%


          20%                                               6%
                                                                                                      5.16%

          15%
                                                            4%

          10%

                                                            2%
           5%


           0%                                               0%
                  25-499       499-999          1000+             25-499           499-999            1000+

                      Open Rates by List Size                          Click Rates by List Size




Copyright 2008 by MailerMailer LLC. All Rights Reserved.                                                       Page 27
EMAIL MARKETING METRICS REPORT                                                   JULY - DECEMBER (H2) 2007



  Open and Click Rates by List Size and Industry

      Wholesale and Distribution

          30%                                              6%



          25%                   24.29%                          4.88%
                                                           5%



          20%     18.93%                                   4%
                                                16.94%
                                                                                  3.22%
                                                                                                   2.97%
          15%                                              3%



          10%                                              2%



           5%                                              1%



           0%                                              0%
                  25-499       499-999          1000+           25-499           499-999           1000+


                      Open Rates by List Size                           Click Rates by List Size




Copyright 2008 by MailerMailer LLC. All Rights Reserved.                                                   Page 28
EMAIL MARKETING METRICS REPORT                                                            JULY - DECEMBER (H2) 2007



 Closing Remarks
           Methodology
           We regularly analyze and report aggregate industry data based on our customers’ email use.
           The data for this report is based on email messages sent to 25 or more recipients between July
           1 and December 31, 2007, by a sampling of MailerMailer customers. Only industries that were
           represented by a significant number of unique customers and/or subscribers were reported
           independently in this report. Click rate calculations excluded emails that contained no links.

           Aggregate statistics from over 300 million email messages sent by a sampling of over 3,200
           permission-based email senders were analyzed for this report. However, due to the fact that
           email senders self-reported their industry affiliation and other factors beyond our control, this
           document does not represent a scientific study.



           About MailerMailer
           MailerMailer is a web-based email list management service for creating and tracking opt-in
           newsletters and email campaigns. Create and send personalized, targeted emails based on your
           subscribers’ interests and demographics. This low-cost, do-it-yourself service automates email list
           set up and maintenance and includes templates for easy management.

           Visit http://www.mailermailer.com for more information and a free trial.




Copyright 2008 by MailerMailer LLC. All Rights Reserved.                                                         Page 29

								
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