Email Marketing Shines in 2010
Despite what some might say, email marketing isn't dead. A new study from digital marketing agency Harte-Hanks measured deliverability, open, clickthrough and opt-out rates of around 3 billion email messages sent from 2009 through 2010 by roughly 100 different companies across nine different industries including retail, travel/hospitality, automotive and technology sectors. Here are some of the study's more notable findings:
- Deliverability rates reached an average of 95 percent in 2010, a 2 percent increase from 2009.
- Seventeen percent of recipients opened delivered messages last year, a significant decrease from 26 percent in 2009.
- Clickthrough rates in 2010 remained the same as 2009 (3 percent). Harte-Hanks recommends increasing A/B testing of subject lines to improve this rate.
- Unsubscribe rates last year were down to .19 percent, an improvement from .26 percent in 2009. This is most likley because of better targeted content, frequency controls and the suppression of nonresponders, the report theorized.
- Bounce rates fell from 7 percent in 2009 to 5 percent in 2010.
"Email-based communications — marketing, transactions, newsletters — are healthy and growing and, based on performance metrics, showing a higher level of professionalism in their execution," said Jeannine Falcone, managing director, The Agency Inside Harte-Hanks, in a company press release.