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Smaller subscriber lists generate higher open rates

The Email Marketing Metrics Report by MailerMailer published a report about Email marketing. According to this research emails delivered to...





 

2009-07-27

The Email Marketing Metrics Report by MailerMailer published a report about Email marketing. According to this research emails delivered to “smaller and medium lists” of addresses perform a higher chance of being opened compared to lists with more than 1000 subscribers.

The Email Marketing Metrics Report also measured the average click-through rates during the second half of 2008. The analyse show that 13.3% of email marketing messages were opened.
 
According this report marketing from travel companies generate with 27.6% the highest rate and were therefore most likely to be opened.
 
A smaller list may be target better, contain more relevant content or have more recent subscribers, but does not directly affect open and click rates.