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? Email Marketing Metrics and Trends 1 2
Open Rates
Unique Open Rates Why have open rates declined in the past? Open Rates by Industry Open Rate Comparison Case Study: Increasing Opens 3 3 4 5 6
Click Rates
Click Rates Click Rates by Industry Click Rate Comparison 7 8 9
Open and Click Rates
By Day Opens by Subject Line Length Clicks by Subject Line Length 10 11 11
Personalization
How Personalization Affects Open and Click Rates 12
Message Format and Links
Click Rates by Format Clicks by Number of Links 13 13
Bounces
Deliverability and Bounces Bounce Rates by Industry Bounce Percentage by Mailing Frequency 14 15 16
Stabilization
Stabilization of Open Rates Total Emails Opened by Hour (Cumulative) 17 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 Computer and Internet Consulting Consumers: General Education and Training Entertainment Government Large Business: General Manufacturing Marketing and Advertising Media and Publishing Medical, Dental, and Healthcare Nonprofit and Trade Association Real Estate Religious and Spiritual Restaurant and Food Service Retail Establishments Small Business: General Telecommunications Transportation and Travel Wholesale and Distribution 18 18 19 19 20 20 21 21 22 22 23 23 24 24 25 25 26 26 27 27 28
Closing Remarks
Methodology About MailerMailer 29 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 2007 declined over 2%, continuing the downward trend we have seen for the last several years. This period’s drop, however, was the most significant, possibly due to the proliferation of emails being viewed on handheld devices. Last half of 2007: First half of 2007: 13.98% 16.11%
20% 17.20% 16.11% 15% 13.98% 17.90%
10%
5%
Why have open rates declined in the past?
0% H2 2006 H1 2007 H2 2007
Unique Open Rates
Open rates began declining in late 2004 as more people started using email programs that disable 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 “open” cannot be tracked. Open rates are becoming less accurate with many people reading email from hand held devices and disabling image downloading. The fact that click rates remained fairly steady suggests that people are still reading the messages even though fewer opens are being reported. Not all industries experienced a decline in open rates, as the next page shows.
Definition Unique opens are calculated as the number of addresses which were tracked as having viewed a message divided by the total number of HTML messages sent. Each address, even if it opened the message more than once, was counted only once; hence, showing unique opens.
Copyright 2008 by MailerMailer LLC. All Rights Reserved.
Page 3
EMAIL MARKETING METRICS REPORT
JULY - DECEMBER (H2) 2007
Open Rates
Banking/Finance Religious/Spiritual Transportation/Travel Telecommunications Large Business: General Real Estate Retail Establishment Wholesale/Distribution Government Small Business: General Media/Publishing Nonprofit/TradeAssociation Manufacturing Education/Training Consumers: General Marketing/Advertising Computer/Internet Restaurant/FoodService Entertainment Consulting Medical/Dental/Healthcare 0% 5% 18.17% 17.86% 17.54% 17.23% 17.11% 16.53% 16.19% 15.79% 14.25% 13.78% 13.66% 13.33% 10.41% 9.85% 9.04% 7.60% 6.64% 10% 15% 20% 25% 30% 35% 28.84% 26.76% 25.69% 24.91%
Open Rates by Industry
Industries that earned the highest unique open rates in the last half of 2007 were the same as the first half, but in a different order:
H1 Banking/Finance Religious/Spiritual Transportation/Travel Telecommunications H2 28.07% 28.84% 23.78% 26.76% 26.53% 25.69% 26.46% 24.91%
Emails sent by the following industries were least likely to be opened:
H1 Entertainment Consulting Medical H2
10.38% 9.04% 10.80% 7.60% 13.72% 6.64%
Tip The biggest factor in determining whether someone will open your message is your subject line and your “from” address. Subject lines that read like spam are often confused with spam so be sure to include your brand name to help increase recognition with your readers.
Open Rates by Industry
Copyright 2008 by MailerMailer LLC. All Rights Reserved.
Page 4
EMAIL MARKETING METRICS REPORT
JULY - DECEMBER (H2) 2007
Open Rates
H1 2007
Banking/Finance Computer/Internet Consulting Consumers: General Education/Training Entertainment Government Large Business: General Manufacturing Marketing/Advertising Media/Publishing Medical/Dental/Healthcare Nonprofit/TradeAssociation Real Estate Religious/Spiritual Restaurant/FoodService Retail Establishment Small Business: General Telecommunications Transportation/Travel Wholesale/Distribution 0%
9.26% 17.23% 17.10% 9.85% 22.61% 17.54% 19.32% 16.53% 26.46% 24.91% 26.53% 25.69% 6.64% 15.78% 15.79% 20.75% 17.86% 23.78% 26.76% 15.16% 10.41% 10.80% 7.60% 15.55% 13.66% 16.64% 13.78% 10.38% 9.04% 23.75% 17.11% 18.71% 18.17% 15.59% 14.25% 15.76% 13.33% 17.44% 16.19% 13.72%
H2 2007
28.07% 28.84%
Open Rate Comparison
Open rates for some industries increased while most decreased. Biggest Winners: Banking/Finance Religious/Spiritual Wholesale/Dsitribution Biggest Losers: Medical/Dental/Healthcare Computer/Internet Government Restaurant/Food Service
Tip Send a welcome message to subscribers as soon as possible after they sign up. Ask them to put your email address on their safe senders list to increase the chances of delivery into their inbox, not bulk mail folder.
30% 35%
5%
10%
15%
20%
25%
Open Rate Comparison
Copyright 2008 by MailerMailer LLC. All Rights Reserved.
Page 5
EMAIL MARKETING METRICS REPORT
JULY - DECEMBER (H2) 2007
Open Rates
Case Study: Increasing Opens
Identify your recipients’ hot buttons and you can increase your open rate overnight.
Increasing Opens 10% by Knowing Your Readers’ Hot Buttons Our MoreBusiness.com site is a fairly popular destination for small business owners looking 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 day, many of whom signed up for our bi-weekly newsletter (to sign up, visit MoreBusiness. com - the newsletter info is on the top right). For each issue, we look over the articles featured in the newsletter and toy with variations for 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:
37.75% 26.17% 31.27% 27.58%
50%
Open Rates
40% 30% 20% 10% 0%
32.75%
Setting Strategic Goals for the New Year, Dec 18
How we wrote our What Your Competition Might 2008 business plan, Jan 14 Learn About You This Year, Jan 9
2008 Business Planning Guide, Jan 22
Generating New Leads, Feb 5
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
3.21% 3.18% 2.90%
3%
Click rates record how many times the links in an email message were clicked. It includes clicks from both text and HTML format recipients. Overall click rates declined slightly since our last report. Last half of 2007: First half of 2007: 2.90% 3.18%
2%
1%
0% H2 2006 H1 2007 H2 2007
Although open rates experienced a sharp decline, the fact that click rates edged downward by only a 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.
Click Rates
Definition Click rates are defined as the total number of unique clicks (i.e., the first time a person clicks on a link) divided by the total number of opportunities to click. It is calculated as follows: the total number of unique clicks divided by the product of the number of links in each message and the number of total recipients. For example, a message sent to 100 people with 5 unique links in it that get 10 unique clicks would have a 10/(100*5) = 2% click rate
Tips Readers click more often on attractive, well designed emails that offer useful and interesting information. Knowing your reader’s hot buttons (terms or offers they historically react to) can also increase click rates. Give your readers a reason to click. Include a “Buy Now” button or a link to “Read the full story.” Put just enough content to whet their appetite so they want more.
Copyright 2008 by MailerMailer LLC. All Rights Reserved.
Page 7
EMAIL MARKETING METRICS REPORT
JULY - DECEMBER (H2) 2007
Click Rates
Real Estate Banking/Finance Retail Establishment Transportation/Travel Religious/Spiritual Medical/Dental/Healthcare Consumers: General Media/Publishing Wholesale/Distribution Computer/Internet Manufacturing Government Education/Training Nonprofit/TradeAssociation Small Business: General Large Business: General Telecommunications Marketing/Advertising Entertainment Restaurant/FoodService Consulting 0% 5.20% 5.19% 7.01% 6.98%
Click Rates by Industry
The same industries that topped the best click-through rates in the first half of 2007 continued to dominate the second half:
H1 Real Estate 5.10% 6.52% 6.30% 5.42% Banking/Finance Retail Establishments Transportation/Travel H2 7.01% 6.98% 5.20% 5.19%
4.85% 4.77% 3.79% 3.20% 2.99% 2.90%
Emails sent by the following industries in July - December 2007 were least likely to be clicked on:
H1 Marketing/Advertising 1.88% 1.29% 1.60% 1.47% Entertainment Restaurant/Food Service Consulting H2 1.53% 1.22% 0.81% 0.75%
2.70% 2.64% 2.44% 2.16% 2.09% 2.06% 1.70% 1.53% 1.22% 0.81% 0.75% 1% 2% 3% 4% 5% 6% 7% 8% 9%
Click Rates By Industry
Copyright 2008 by MailerMailer LLC. All Rights Reserved.
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EMAIL MARKETING METRICS REPORT
JULY - DECEMBER (H2) 2007
Click Rates
H1 2007
Banking/Finance Computer/Internet Consulting Consumers: General Education/Training Entertainment Government Large Business: General Manufacturing Marketing/Advertising Media/Publishing Medical/Dental/Healthcare Nonprofit/TradeAssociation Real Estate Religious/Spiritual Restaurant/FoodService Retail Establishment Small Business: General Telecommunications Transportation/Travel Wholesale/Distribution 0%
1.29% 2.99% 2.49% 2.09% 1.60% 0.81% 6.30% 5.20% 2.07% 2.16% 5.10% 4.07% 4.85% 7.01% 1.29% 1.22% 3.55% 2.64% 2.07% 2.06% 1.85% 2.70% 1.88% 1.53% 3.41% 3.20% 3.84% 4.77% 2.55% 2.44% 1.47% 0.75% 3.90% 3.79% 4.59% 2.90%
H2 2007
6.52% 6.98%
H1 2007 H2 2007
Click Rate Comparison
Although overall click rates remained steady, several industries saw some fluctuation compared to six months ago. Biggest Winners: Real Estate Wholesale/Distribution Medical/Dental/Healthcare Manufacturing Banking/Finance Biggest Losers: Retail Establishment Government Computer/Internet Small Business
1.81% 1.70%
5.42% 5.19%
2%
4%
6%
8%
Click Rate Comparison
Copyright 2008 by MailerMailer LLC. All Rights Reserved.
Page 9
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 open and click rates; Mondays being the best. Weekend readership experienced an increase. 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% 10% 8% 6% 4% 2% 0%
Best days to send: Monday, Tuesdays, and Weekends.
Open Rate H1 2007 Open Rate H2 2007 Click Rate H1 2007 Click Rate H2 2007
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!
Copyright 2008 by MailerMailer LLC. All Rights Reserved.
Page 10
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 were significantly more likely to open messages that used short subject lines (35 or fewer characters).
25% 20.10%
Shorter subject lines result in dramatically higher open and click rates.
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% 3.28% 3%
Tip Avoid words and symbols that spammers use such as “FREE,” “!!!,” or “$” as these can hinder delivery.
2.05% 2%
1%
0% less than 35 more than 35
Clicks by Subject Line Length
Copyright 2008 by MailerMailer LLC. All Rights Reserved.
Page 11
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 Subject Line Only Personalized Message Only Personalized Both Subject Line and Message Personalized 0% 4% 8% 12%
13.48%
12.43%
15.17%
17.69% 16% 20%
Open rates by Personalization
Not Personalized Subject Line Only Personalized Message Only Personalized Both Subject Line and Message Personalized 0% 1%
2.66%
1.68%
4.54%
1.85% 2% 3% 4% 5%
Click Rates by Personalization
Copyright 2008 by MailerMailer LLC. All Rights Reserved.
Page 12
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 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 messages showed a slightly higher click rate.
text messages
3.72%
html messages
3.03%
0%
1%
2%
3%
4%
5%
Click Rates by Format
Clicks by Number of Links
more than 20 3.84%
Emails containing a roster of items to click 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, try including multiple links to your landing page.
3% 4% 5%
between 1-5
1.82%
0%
1%
2%
Clicks by Number of Links
Copyright 2008 by MailerMailer LLC. All Rights Reserved.
Page 13
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% 3% 2% 1% 0%
1.86% 1.62% 4.55%
4.34%
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
Banking/Finance Computer/Internet Consulting Consumers: General Education/Training Entertainment Government Large Business: General Manufacturing Marketing/Advertising Media/Publishing Medical/Dental/Healthcare Nonprofit/TradeAssociation Real Estate Religious/Spiritual Restaurant/FoodService Retail Establishment Small Business: General Telecommunications Transportation/Travel Wholesale/Distribution 0%
4.23% 1.10% 4.09% 1.46% 5.93% 1.68% 3.46% 1.53% 4.61% 2.36% 3.02% 1.02% 4.28% 2.23% 4.08% 1.43% 5.66% 0.95% 2.91% 0.94% 5.21% 1.97% 5.43% 3.26% 3.31% 1.90% 5.30% 2.21% 3.07% 1.85% 4.04% 1.30% 3.25% 2.56% 3.75% 1.84%
Bounce Rates by Industry
Industries that received the lowest bounce rates for their first five mailings (and therefore, the best delivery rates) were: Marketing/Advertising Transportation/Travel Entertainment 2.91% 2.96% 3.02%
The following industries earned the lowest bounce rates (and therefore, the best delivery rates) on their sixth and subsequent mailings with MailerMailer: Marketing/Advertising Manufacturing Entertainment 0.94% 0.95% 1.02%
4.00%
1.50% 2.96% 1.49% 6.59% 1.83%
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 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 bounce percentage per mailing. 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% 12% 10% 8% 6% 4%
Deliverability is higher for frequent senders.
13.57%
Bounce Percentage
4.91% 2.35% 2.59%
5.43%
2% 0% Once a Day or More
2.02%
Few Times a Week
Once a Week
Few Times a Month
Once a Month
Less than Once 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
How soon do recipients open emails? This chart shows how soon after delivery a percent of those subscribers who would eventually open a message actually opened it. Nearly three quarters of all opens occur in the first 24 hours. (This data is based on unique open rates and does not include forwarded emails or those opened multiple times by a recipient.)
Messages Opened in the Hour
100%
H 2007 H2 2007 H1 2007 H2 2007
83.4% 80% 73.6%
60%
40%
20%
0% 0
24
48
96
144
192
240
288
335
Hours After Delivery
Total Emails Opened by Hour (Cumulative)
Cumulative Percent Opened
12%
H2 2007 H2 2007 H1 2007 2007
Most of your recipients will open your email within a few hours of delivery if they are going to open it at all. Be prepared to receive the majority of customer responses within two days. Tips Some recipients will open your email a couple of weeks or even longer after delivery. Make sure that your images, links, and landing pages remain accessible to them. 26.4% of all opens occur after the first 24 hours.
10%
8%
6%
4%
2%
0% 0 6 12 18 24 30 36 42 48
Hours After Delivery
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% 40.87% 40% 35.56% 35% 30% 25%
12% 10.67% 10% 10.24%
26.95%
8% 6.69% 6%
20% 15% 10%
4%
2%
5% 0% 25-499 499-999 1000+
0% 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%
15%
13.43% 10.33%
3%
2.89%
10%
2%
5%
1%
0% 25-499 499-999 1000+
0% 25-499 499-999 1000+
Open Rates by List Size
Click Rates by List Size
Copyright 2008 by MailerMailer LLC. All Rights Reserved.
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EMAIL MARKETING METRICS REPORT
JULY - DECEMBER (H2) 2007
Open and Click Rates by List Size and Industry
Consulting
20% 18% 16% 14% 12% 18.01%
9% 8% 7% 6% 5% 4.74% 7.99%
10% 8% 6% 4% 2% 0%
8.59% 7.47%
4% 3% 2% 1% 0% 0.67%
25-499
499-999
1000+
25-499
499-999
1000+
Open Rates by List Size
Click Rates by List Size
Consumers: General
40% 35% 30% 25% 20% 4% 15% 10% 5% 0% 25-499 499-999 1000+ 13.51% 3% 2% 1% 0% 25-499 499-999 1000+ 9% 8% 7% 6% 21.95% 5% 4.16% 3.77% 7.59%
33.25%
Open Rates by List Size
Click Rates by List Size
Copyright 2008 by MailerMailer LLC. All Rights Reserved.
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EMAIL MARKETING METRICS REPORT
JULY - DECEMBER (H2) 2007
Open and Click Rates by List Size and Industry
Education and Training
35% 30.90% 30% 28.71%
5%
4.08% 4%
3.90%
25%
20%
3% 2.33%
15%
12.55%
2%
10%
1%
5%
0% 25-499 499-999 1000+
0% 25-499 499-999 1000+
Open Rates by List Size
Click Rates by List Size
Entertainment
25% 21.51% 20% 20.05% 7% 6.29% 6%
5% 15%
4.72%
4%
10%
8.92%
3%
2% 5% 1% 1.17%
0% 25-499 499-999 1000+
0% 25-499 499-999 1000+
Open Rates by List Size
Click Rates by List Size
Copyright 2008 by MailerMailer LLC. All Rights Reserved.
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EMAIL MARKETING METRICS REPORT
JULY - DECEMBER (H2) 2007
Open and Click Rates by List Size and Industry
Government
40% 35% 30%
10% 9% 8% 7% 8.70%
33.00%
25% 20% 15% 10% 18.73% 16.68%
6.26%
6% 5% 4% 3% 2% 2.35%
5% 0% 25-499 499-999 1000+
1% 0% 25-499 499-999 1000+
Open Rates by List Size
Click Rates by List Size
Large Business: General
30% 27.16% 9% 25% 22.88% 8% 7% 18.09% 6% 5% 4% 10% 3% 2% 1% 0% 25-499 499-999 1000+ 0% 25-499 499-999 1000+ 2.01% 5.78% 10% 8.94%
20%
15%
5%
Open Rates by List Size
Click Rates by List Size
Copyright 2008 by MailerMailer LLC. All Rights Reserved.
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EMAIL MARKETING METRICS REPORT
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Open and Click Rates by List Size and Industry
Manufacturing
40% 35% 30% 25% 20% 15% 10% 5% 0% 25-499 499-999 1000+ 14.21%
16% 14%
30.81%
32.75%
13.60%
12% 10% 8% 6% 4% 2.68% 2% 0% 25-499 499-999 1000+ 10.03%
Open Rates by List Size
Click Rates by List Size
Marketing and Advertising
30% 27.01% 8% 25% 7% 20% 6% 5% 15% 13.32% 4% 3% 2% 5% 1% 0% 25-499 499-999 1000+ 0% 25-499 499-999 1000+ 1.51% 6.64% 7.62% 9%
10%
9.26%
Open Rates by List Size
Click Rates by List Size
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EMAIL MARKETING METRICS REPORT
JULY - DECEMBER (H2) 2007
Open and Click Rates by List Size and Industry
Media and Publishing
40% 35% 30% 25% 20% 16.05% 15% 10% 24.84% 33.50%
5% 4.45% 4% 3.45% 3.19% 3%
2%
1%
5% 0% 25-499 499-999 1000+
0% 25-499 499-999 1000+
Open Rates by List Size
Click Rates by List Size
Medical, Dental, and Healthcare
25% 21.58% 20% 6% 5% 4.29% 4% 10% 3% 2% 5% 3.45% 1% 0% 25-499 499-999 1000+ 0% 25-499 499-999 1000+ 4.77% 21.14% 8% 7%
6.65%
15%
Open Rates by List Size
Click Rates by List Size
Copyright 2008 by MailerMailer LLC. All Rights Reserved.
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EMAIL MARKETING METRICS REPORT
JULY - DECEMBER (H2) 2007
Open and Click Rates by List Size and Industry
Nonprofit and Trade Association
35% 32.22% 30%
5% 4.30%
4.11%
27.29%
4%
25%
20% 14.89%
3%
15%
2.03% 2%
10%
1%
5%
0%
25-499 499-999 1000+
0% 25-499 499-999 1000+
Open Rates by List Size
Click Rates by List Size
Real Estate
40% 35% 30% 25% 8% 20% 15% 10% 5% 0% 25-499 499-999 1000+ 4% 18.11% 17.71% 6% 5.23% 6.98% 34.15% 14% 11.91%
12%
10%
2%
0% 25-499 499-999 1000+
Open Rates by List Size
Click Rates by List Size
Copyright 2008 by MailerMailer LLC. All Rights Reserved.
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EMAIL MARKETING METRICS REPORT
JULY - DECEMBER (H2) 2007
Open and Click Rates by List Size and Industry
Religious and Spiritual
45% 40% 35% 30% 26.09% 25% 38.28%
10% 9% 8% 7% 6% 5% 4.66% 8.38% 7.25%
37.42%
20%
4%
15% 10% 5% 0% 25-499 499-999 1000+
3% 2% 1% 0% 25-499 499-999 1000+
Open Rates by List Size
Click Rates by List Size
Restaurant and Food Service
45% 40% 35% 30% 25% 4% 20% 15% 10% 5% 0% 25-499 499-999 1000+ 9.63% 17.49% 3% 2% 1% 0% 25-499 499-999 1000+ 0.77% 38.13% 8% 7.21% 7% 6% 5% 3.92%
Open Rates by List Size
Click Rates by List Size
Copyright 2008 by MailerMailer LLC. All Rights Reserved.
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EMAIL MARKETING METRICS REPORT
JULY - DECEMBER (H2) 2007
Open and Click Rates by List Size and Industry
Retail Establishments
35% 30.84% 30% 30.98%
14% 11.84%
12%
25%
10%
20%
17.50%
8%
7.29%
15%
6%
5.18%
10%
4%
5%
2%
0% 25-499 499-999 1000+
0% 25-499 499-999 1000+
Open Rates by List Size
Click Rates by List Size
Small Business: General
30% 27.11% 25.34% 25% 4% 4.20% 5%
Click Rates by List Size
4.07%
20% 16.34% 15% 2.04% 2% 10% 3%
5%
1%
0% 25-499 499-999 1000+
0% 25-499 499-999 1000+
Open Rates by List Size
List Size
Copyright 2008 by MailerMailer LLC. All Rights Reserved.
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EMAIL MARKETING METRICS REPORT
JULY - DECEMBER (H2) 2007
Open and Click Rates by List Size and Industry
Telecommunications
30%
2.5%
25% 21.02% 20%
24.95%
2.0%
1.92% 1.70%
1.5%
15% 13.72%
1.0%
10%
5%
0.5% 0.29%
0% 25-499 499-999 1000+
0.0% 25-499 499-999 1000+
Open Rates by List Size
Click Rates by List Size
Transportation and Travel
40% 35% 30% 25.69% 25% 20% 15% 4% 10% 5% 0% 25-499 499-999 1000+ 2% 23.53% 8% 33.86% 10% 12%
9.67% 8.52%
6%
5.16%
0% 25-499 499-999 1000+
Open Rates by List Size
Click Rates by List Size
Copyright 2008 by MailerMailer LLC. All Rights Reserved.
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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%
5%
4.88%
20%
18.93% 16.94%
4% 3.22% 3%
15%
2.97%
10%
2%
5%
1%
0% 25-499 499-999 1000+
0% 25-499 499-999 1000+
Open Rates by List Size
Click Rates by List Size
Copyright 2008 by MailerMailer LLC. All Rights Reserved.
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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.
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