The Email Marketing Metrics Report Helps Merchants Improve Their ROI

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July 28, 2009
By the ZippyCart Shopping Carts Content Team

Bi-annually, MailerMailer.com releases a thorough analysis of the email marketing space which includes important stats like average Click Through Rate (CTR), abandonment rate, best days to send an email, and much more. The latest report was released in late June and, due to its focus on email marketing in a recession, it should not be overlooked. “This report, more so than previous editions, shows how societal and economic trends are reflected in the email performance of several industries. Given the state of the economy, it may not be a surprise that Banking/Finance and Real Estate dropped from their top open and click rate positions. Yet it’s not all doom and gloom. On the other side of the spectrum, others, such as the Religious/Spiritual industry, for example, continue to see growth in their subscriber response,” the report states.

The 38 page PDF is a free resource for anyone willing to take the time to read it (View Here). The report allows merchants to compare email stats with others in their industry, as well as see what industries are expanding in the space. It provides up-to-date statistics, informative graphs, and is sprinkled with a variety of email marketing tips as well. Some key learning from this report include:

1. Mondays are the best days to send an email because of higher CTR and Open Rates

2. Deliverability continues to increase and bounces continue to decrease

3. Unique open rates have fallen slightly from H1 2008

The only downfall of this report is that the data is already 6 months old as it covers only H2 of 2008. As the recession continues, it is likely that H1 of 2009 will report slight downward trends in factors like CTR and open rates. If last year’s release dates of this report are any indication, we will not know the results of H1 2009 until November of this year.