Question

Topic: E-Marketing

C-suite Response Rate To Email Communications

Posted by Anonymous on 6/23/2009 at 12:06 AM ET 200 Points
What response rate should I be expecting in an email campaign targeting C-level audience (CEO/CFO and head of line of business)? Let's assume the list is somewhat targeted and the offer is relevant. B2B market, software solutions and services.

Does anyone have stats for Australia? is there a significant difference in results across countries?
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RESPONSES

  • Posted on 6/23/2009 at 10:07 AM Member
    I can't speak for Australia, but I can tell you that a somewhat targeted list is a mistake. What you want is the most targeted, directed, specific list you can produce. The more focused the list, the better the response. If the list is wrong the mailing will fail.

    For example, say you sold dog accessories (leashes, toys, outfits, boots, etc.). Which will get a better response: a list of pet owners (which might include people who have cats or birds or fish or gerbils) or a list of dog owners? Work on your list first, then worry about the response rate.

    There's a report by MailerMailer that analyzed thousands of email campaigns.

    https://www.mailermailer.com/metrics.rwp

    This will give you a general idea, but the truth is that every mailing is different, and response rates will vary based on many different factors (including list, offer, creative, timing, price, commitment, etc.).

    Jodi
  • Posted by Szabolcs on 6/23/2009 at 1:06 PM Member
    Hi,

    Did you buy that list or it is your own list?

    That makes a big difference. You can not sell something what they never thought about.

    If you build up your list, the persons, who signed up, are interested in your product or they are just fun of you or of your company.

    That makes more easy to offer something later to them
  • Posted on 6/23/2009 at 5:29 PM Author
    Thank you for responding. I would like to highlight that I'm specifically looking for the response rate of CEOs.

    To date I've run most email campaign targeting the IT group (CIOs, head of departments etc), but in this campaigns I will target CEOs and CFOs. Should I expect a different results (given it's a targeted list, relevant offer etc.)
  • Posted by telemoxie on 6/24/2009 at 1:52 PM Accepted
    I think the response rate will depend on the size of the company.CEOs of small companies might read their own e-mail. CEOs of large companies do not.

    Are you targeting large or small companies?

    If you are targeting small companies, you might achieve a low response rate, as described above.

    If you are targeting larger companies, a better strategy might be to call the assistant to the CXO, speak with their secretary, and ask that person to forward the e-mail as appropriate.
  • Posted on 6/28/2009 at 4:15 AM Author
    Thank you for all the responses. I will close this question now.
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