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Article: Ask The Expert: Test often for best e-mail marketing results.(NetMarketing)
- Article from:
- BtoB
- Article date:
- April 5, 2004
CopyrightCOPYRIGHT 2004 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Question: What are good target numbers for my e-mail campaigns, such as open rates and click-through rates?
Answer: How many angels can dance on the head of a pin? No one knows, and there are no great sources of e-mail response data. Publicly available e-mail marketing data aren't very useful because there are so few comparable points between campaigns, which vary by list, offer, design, delivery time and more.
It's not about other people's numbers; instead, focus on improving your own results. E-mail is such a fun marketing medium because it is so easy to test new tactics. With some basic direct marketing rigor and a spreadsheet you can test copy, ...