MailerMailer Email Marketing Report Reveals Critical 48-Hours

MailerMailer (www.mailermailer.com), which provides web-based email list management services that allow customers to create and track opt-in newsletters and email campaigns, released its Email Marketing Use and Trends Report: H1 2004 that shows email performance by industry for the first half of this year based on over 70 million email messages sent by MailerMailer customers. The report discloses that over 80% of all emails, which will be opened, are opened during the first 48-hours after delivery.

Email Marketing by Industry

This report includes bounce rates, unique open rates, click-through rates by industry; open and click rates by day of the week; and the effect of personalized subject lines and messages on open and click rates.

The average bounce rate for a customer’s first five mailings was 6.60%. For subsequent mailings, after bad addresses were removed, went down to 3.59%. Industries with the lowest bounce rate for their first five mailings were: Government (2.41%), Wholesale (3.80%), and Real Estate (4.19%). Industries with lowest bounce rates for subsequent emails were: Religious (1.73%), Marketing (1.94%), and Manufacturing (1.97%).

The report also shows that over 80% of emails that would be opened were opened within 48-hours after delivery. By the sixth day, 95% of all emails that would be opened were opened. The average unique open rate for all industries was 26.65%. The industries with the greatest open rates were: Government (53.74%), Telecommunications (47.86%), and Banking (44.78%). Emails sent on Mondays had the highest open rates followed closely by emails sent on Tuesdays.

The average click-through rate, the percentage of emails containing links that were clicked upon, for all industries was 4.27%. Industries that received the highest click rates in H1 2004 were: Government (10.38%), Manufacturing (8.90%), and Retail (8.68%). Although fewer emails were sent on the weekends, those that were sent on Sundays and Saturdays received more clicks than the average (5.54% on Sundays and 5.11% on Saturdays). Emails with personalized subject lines were opened more often (32.49% compared to 26.65%) and received higher click rates (8.45% compared to 4.27%) than emails with personalized messages only or no personalization.

The full report contains a breakdown of metrics that can serve as benchmarks for email marketers.

To Receive a Copy

For more information about MailerMailer or to receive a copy of the Email Marketing Use and Trends Report: H1 2004, visit: www.mailermailer.com.

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