June 9, 2006, 12:00 AM

Small e-mail campaigns produce the highest open rate, study finds

Retailer e-mail campaigns using lists of 100 addresses had the highest open rate (38.78%) but the third-highest clickthrough rate (10.67%), according to the VerticalResponse Q1 2006 E-mail Trends Report.

 

Retailer e-mail campaigns using lists of 100 addresses had the highest open rate (38.78%) but the third-highest click-through rate (10.67%) among e-mail campaigns analyzed, according to the VerticalResponse Q1 2006 E-mail Trends Report. Campaigns using 100,000 addresses had the lowest open rate (14.41%) and the second-lowest click-through rate (4.05%).

Retailers using lists of 250 e-mail addresses had the highest click-through rate (14.7%) while lists of 1 million produced the lowest click-through rate (3.09%), according to the report.

E-mail lists of 100 addresses had the highest bounce-back rate (5.47%) while lists of 1 million addresses had the lowest (0.89%). Retailer e-mail campaigns using 250 names had the highest unsubscribe rate (0.71%) and lists of 250,000 addresses had the lowest, (0.19%), the report stated.

VerticalResponse based the report on e-mail campaigns conducted through its system.

 

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