• by June 26, 2001

Reel Them In

The new eMail Marketing Report from eMarketer concludes that e-mail is the perfect vehicle to "get in front of" customers and prospects. E-mail is the most popular online activity among internet users, both at home and at work.

A critical finding in the report, in addition to projections and attitudes, is the fact that "click-through," no matter who measures it, is ten to fifteen times better than banner ads. Here are the results of several research firms' studies on this subject:

Average Opt-in eMail and Banner Ad Click-Through Rates in the US, 2001

  +------------------------+---------+---------+  |                        | Opt-in  | Banner  |  |                        |  eMail  |   Ads   |
+------------------------+---------+---------+  | IMT Strategies         |  16.4%  |         |  | Tower Group            |  12.5   |   1.0   |  | Lazard Freres          |  15.0   |         |  |
Abderdeen Group        |  15.0   |   2.0   |  | 24/7 Media             |   7.0   |   2.0   |  | eMarketer              |   3.2   |   0.3   |  | Jupiter Research       |  15.0   |   0.6   |  |
Winterberry Group      |  15.0   |   1.0   |  | Silicon Alley Reporter |   6.0   |   2.0   |  | Forrester Research     |  10.0   |   0.5   |  | FloNetwork             |  20.0   |   2.0   |
+------------------------+---------+---------+  

Source: eMarketer, 2001 & various as noted

You can read about it here.