Marketers who think e-mail is an endangered species as an effective communications tool should think again. Stefan Tornquist, Research Director for MarketingSherpa, says quite the opposite is true and
that consumers' interest in receiving e-mail newsletters and sales alerts is growing at a healthy rate, according to new findings. On average, lists are growing by 5.2 percent per month, and with an
average attrition rate of about 2 percent per month, that leaves an aggregate growth of about 3.2 percent per month, or 40 percent per year. Although open rates have dropped by about 20 percent in the
past year, Tornquist says that is probably a function of mismeasurement rather than a real decline in people reading e-mail. "Looking at both clicks and conversions, there are improvements in some
areas and drops in others; overall they're stable," he says. That suggests that opens aren't getting recorded. Tornquist also offers four important tips on how marketers can ensure their e-mail
campaigns get the best response possible.
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