The days of sending email campaigns blindly to a large group of recipients is over. Batch and blast days are behind us. That’s not to say that people don’t still use this big net strategy for their email communication. It means that the results achieved using those antiquated tactics have been proved to be less successful than when marketers target smaller groups or recipients with more precision.
According to a recent Email Marketing Metrics report by MailerMailer, open and click-through rates are influenced by the industry of the sender and the size of their lists. Generally, smaller list sizes yield better open and click-through rates.
“…Messages delivered to small and medium lists had higher open and click-through rates than messages delivered to lists of 1,000 or more subscribers. Religious and spiritual organizations had the highest open rates among large lists, followed by telecommunications and travel companies…” click here (no pun intended) to keep reading
Of course, this doesn’t mean that you have to sacrifice open and click-through rates if you want to communicate with a large list of subscribers. It means that if you have a large list, it should be opt-in and targeted to the greatest degree possible. The fact that smaller lists yields better results has more to do with the fact that those small lists are generally compiled in-house and sent to recipients who consider the message to be highly relevant to them.
If you want to see the average open and click-through rates for your industry (or list size), read E-Mail Marketing Open and Click-Through Rates.
If you don’t currently track the open and click-through rates of your email campaigns, you might be interested in our GroupMetrics email tracking service.
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One Response to “Smaller Email List, Bigger Open and Click-Through Rates”
i don’t know what u say?