Thanks to Michael Carney from marketingweek.co.nz for telling the story of our Metrics Report better than us. We did do all the hard work though. Hundreds of hours of it, to bring this report to you. Anyway, you should sign up for his email there, it’s great (and not just because he talks about us). Take it away, Michael:
“Hot off the press from SmartMail providers Jericho: the first NZ Email Marketing Metrics Report, containing nearly everything you wanted to know about email* (*but were afraid to opt in for).
The Report is crammed full of data (head to jericho for your copy), as you’d expect when you slice and dice 100 million pieces of email — kids, don’t try this at home.
These are the key metrics we wanted to know (and you’ll hopefully find interesting as well).
The Render Rate (aka Open Rate)
How many recipients open that email you’ve sweated blood to create? In the US, Open Rates tend to hover around the 20% rate; you’ll be gratified to learn that in NewZild we average a much more flattering 33.85% (with results in some industries as high as 48%). Or perhaps you’re a glass-half-full kind, in which case you’ll be apoplectic to hear that two-thirds of yuor effort is wasted.
- Highest Open Rates: Wholesale (48.56%), Agriculture (46.01%),Insurance (43.42%)
Lowest Open Rates: Hospitality (29.04%), Recruitment (29.06%), Not for Profit (29.64%)
In the middle (but we care about them:
- Media/Publishing 37.13%
- Advertising/DM/Web Agencies 35.85%
Click Through Rate (CTR)
Do those who receive emails click on the links therein? Overall, the CTR average was 7.59%. Of course, that average includes those 66% of emails that were never opened in the first place. If we confine our gaze to the clicks contained in opened emails, the CTO (Click to Open rate) is a much more useful 21.1%.
Trade / Services 32.97%
IT / Telecommunications 30.06%
Advertising/DM/Web Agencies 23.32%
Local Government / Councils 11.73%
Electricity / Gas / Water / Waste Services 10.58%
Distribution / Freight 10.40%
Best Day To Send
As the fine folks at Jericho note, the choice of day depends on your audience. B2B emails work hardest when recipients are at work and able to receive them; conversely, B2C missives should shake down an audience effectively at weekends. The envelope please.
And the winner: a mixed bag. Wednesdays have the most traffic, by a long shot, and enjoy good open and click through rates. On the other hand, Monday and Friday have the highest open rates and Saturday emails get more clicks per email. If you have to choose, Monday is probably the best day to send, with its mix of good open and click rates.
The Jericho Email Metrics Report also contains a wide range of useful tips for improving your email effectiveness. Get it.”