Has The Economy Affected The Value of Email Marketing?

A recent study conducted by Epsilon looked at the first quarter of 2009 and noted that 94.1% of email were actually delivered. Although the delivery number was slightly down from the fourth quarter of 2008, 22.1% of emails were opened with 6.1% clicking through.

These numbers are critical to anyone conducting an email campaign and trying to determine the success rate. Using these numbers as a general benchmark will help those marketers manage and adjust their campaigns accordingly.

Of course the open and clicked through rates did vary by industry and the size of the list. For example, the most frequently opened emails were for general business products and services, as well as credit cards and bank solicitations.

The least popular were for clothing, electronics and publishing. By the way, the highest click through rates during the first quarter of 2009 were for consumer packaged goods, general financial services, and pharmaceuticals. Based on what I have personally seen, I would have to agree.

These results and numbers clearly show that email marketing continues to be a viable marketing strategy that many businesses should have as one of their marketing pillars. At Bay Area Mastermind our members are constantly reviewing the various techniques and up to then minute marketing strategies to maximize their efforts and grow their customer leads.