| Check your eMail Stats against the Competition |  | |  | | | | | | | Introduction | A statistics report from a leading worldwide eMail service provider was drawn from a sample size of over 20 million eMails sent during the three-month period ending November 20th, 2005. This data was aggregated to calculate the statistics for over a dozen industries.
In presenting the results, the report shows the progression through a typical mailing’s activities (delivered, opened, clicked). For each activity, the impact of three key drivers on a mailing’s success was assessed: list quality, relationship quality and call to action quality.
Some interesting trends were identified which could impact your results and how you communicate with different industry audiences. | | Industry | % Delivered | % Opened | % Clicked | | Advertising/Marketing | 95.8% | 21.4% | 3.5% | | eCommerce/Retail | 97.8% | 17.2% | 3.9% | | Education | 91.1% | 20.5% | 4.2% | | Financial Services | 94.1% | 26.4% | 3.3% | | Government | 96.6% | 34.9% | 6.4% | | Healthcare/Insurance | 95.5% | 36.1% | 6.2% | | Legal Services | 95.3% | 28.1% | 5.3% | | Manufacturing/Distribution | 96.7% | 36.7% | 3.4% | | Non-Profit/Association | 96.5% | 34.2% | 5.6% | | Publishing/Media | 97.1% | 26.3% | 5.8% | | Real Estate | 96.1% | 28.7% | 3.1% | | Services/Consulting | 93.9% | 31.3% | 8.8% | | Technology | 89.4% | 23.7% | 2.7% | | Travel/Hospitality | 94.7% | 34.4% | 5.8% | | Weighted Average | 95.5% | 24.2% | 5.0% | | | | % delivered = quality of lists | In the early stages of the execution of an eMail marketing campaign, marketers face the challenge of getting their messages delivered. Keeping eMail contact lists up-to-date and navigating Internet service providers and corporate eMail systems can prove to be daunting.
From the industry statistics, the report shows that marketers across most industries have been successful at eMail delivery. | | These industry statistics show an average delivery rate (% delivery) of 95.5%, indicating that organisations put a high value on list management practices. | Many activities contribute to successful delivery rates, some include:
- Defining processes for collecting eMail addresses through an organisation’s website and regular marketing activities
- Encouraging subscribers to add a sender’s eMail address to their address books
- "Cleaning" lists regularly to remove chronic non-responders and repeated bounced eMail addresses
- Enabling subscribers to update their own contact information
- Integrating offline activities like direct mail (post cards) to update invalid eMail contacts
|  Turnover | In industries where the audience is constantly changing, eMail delivery can prove difficult.
The statistics show that the education sector with its 91.1% delivery rate is a good example of this.
Universities, secondary school systems and further education institutions all face a persistent turnover in students, teachers and administrators.
Marketers facing this situation and similar ones need to prioritise list management activities and implement best practices such as those listed above. | | eMail filters | Another challenge facing many industries, but most importantly the technology industry is eMail filtering.
The statistics indicate that technology companies on average realise lower (89.4%) delivery rates.
Marketers communicating with more technically-aware audiences need to be up-to-speed on delivery best practices and work diligently to establish relationships (and address book ‘whitelisting’) with their eMail audience. | | | | | "Some interesting trends were noticed, which could affect your results and how you communicate with different industry audiences..." |  | |
| | | "Marketers communicating with more technically-aware audiences need to be up-to-speed on delivery best practices..." | | | | | | |
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