At Box PR we work with our clients on various aspects of their marketing and PR requirements. When the news is relevant our work includes composing and sending out an eNews to their database. We regularly see readership above 30%, and whilst at first that may not seem much, when you refer to Marketing Week 27th June they suggest 17% is a good readership rate…..
Without wanting to blow our own trumpet…..we must be doing something right!
Here are the findings below.
E-mail trends
New research suggests that timing, as well as offering an easy way to unsubscribe, are important when maximising the effectiveness of e-mail communications. This study, which was conducted by analytics provider Return Path, is based on the top 50 e-mail senders in the UK by volume. It reveals that the shopping sector accounts for 77.3% of e-mails, with more than 50% of this generated by Amazon and Groupon. In general e-mails sent by brands have a better opening rate (17.3%) than deal aggregators (11.7%). Recommendations are made, including taking into account subject line length and the day of the week. The question of spam is also discussed and top-line findings from the research are included.
Marketing Week, 27 June 2013, pp26-28
Do you send out eNews campaigns? What is your readership rate? We would love to share your views on how to maximise this marketing tool.
If you want to find out more about emailing your database effectively contact us on hello@boxpr.co.uk
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