Email Campaigns to Deliver High ROI for Marketers

Email marketing continues as a mainstay for many advertisers. Despite dire predictions that social media and mobile marketing would reduce email marketing’s allure, it seems that advertisers are finding ways to combine email with these newer formats because this channel consistently delivers results. Analysts remain positive about advertiser use of email marketing.

The latest email marketing metrics report from MailerMailer shows what advertisers can expect from their campaigns:

  • Open Rate: 11.4% — This figure has dropped from 14% in 2007. Analysts say that retail email volume has increased so much in the past few years that some dilution in the rate of email opens are to be expected as consumers feel overwhelmed by their inbox.
  • Open Rate by Industry: Top open rates are experienced in the transportation (17.6%), non-​profit (15.2%) and consulting (14.9%) industries.
  • List Size Open Rate: Mailers with small list sizes, under 500, also experience generally higher open rates and also some variation by industry. Top performers include real-​estate (35.3%), religious (34.6%) and non-​profit (32.4%).

In addition, advertisers can increase the results of their email campaigns by using the most popular words in their subject lines. The mailermailer study finds that news, free, newsletter, and sale are effective words. And when a campaign is about an upcoming holiday or season, marketers should include the words holiday, celebration, tonight and weekend in the subject line. But marketers should also keep subject line text brief – those with 16–27 characters have the highest click-​through rate of 4%.

As marketers prepare their holiday email campaigns, they likely know that the Direct Marketing Association predicts a $44 return on every $1 invested in this media format. With a return like that, it’s easy to see why both local and national advertisers continue to use this channel.

[Source: Email Marketing Metrics Report. mailermailer​.com. June 2011. Web. 1 Sep. 2011] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.