eMarketer.com recently posted the latest research regarding e-mail marketing statistics — including open, bounce, and unsubscribe rates. According to these statistics, on average, there is a high number of successful deliveries within the US when it comes to e-mail marketing. One has to question whether this report was done using a mixture of companies who utilize a double opt-in system, adhere to the CAN-SPAM Act, and/or are spammers. Most likely it’s everything except for the latter. As it turns out, the article indicated that this survey was done among transactional and marketing e-mailers.
In addition to developing revised benchmark statistics for e-mail marketing, Harte-Hanks (the company who did the study), indicated that among B2B and B2C e-mails, e-mails sent to customers had a greater response — with clickthroughs of 19.9% and open rates of 78.9% — while business-targeted e-mails resulted in a clickthrough of 11.2% and open rate of 67.7%.
The article continues to talk about a higher rate of e-mail users among the Internet and of the total population from 2003 to 2010. Another interesting find, according to eMarketer.com, was that “behavioral targeting raised metrics significantly”. More of the article can be found here.