Question

Topic: Research/Metrics

Benchmarks For E-newsletter Opens & Click Throughs

Posted by Anonymous on 125 Points
We are looking for a credible source of benchmarks for e-newsletter open and click throughs. Any ideas?
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RESPONSES

  • Posted by Mark on Accepted
    If you have some money to spend, this is the email marketing benchmark report that the industry uses:

    Sherpa

    They just released the 2009 edition. I reviewed the 2008 version.

    For some free numbers, try:

    EmailStatCenter

    Two email marketing services also release freely-available open and clickthrough data:

    MailerMailer
    MailChimp

    One important thing to bear in mind is that these benchmarks are all averages across different email senders. So are not directly comparable to a particular, unique email program and audience.

    Although you can get a rough idea of whether you're doing particularly badly or particularly well, the only benchmarks that really count are your own and whether you're improving them over time.
  • Posted on Member
    I would also suggest the Direct Marketing Association:

    https://www.the-dma.org/index.php

    Good luck!

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