E-mail open and click-through rates came roaring back in the first quarter of 2006, compared to the fourth quarter of 2005, according to a recent study by eROI.
Average open rates rose 40% from the fourth quarter of 2005 to the first quarter of 2006, while click-through rates shot up 60%, the Portland, OR-based e-mail service provider reported.
Also, e-mailers with lists of less than 5,000 addresses tend to get most of their opens and clicks during the weekend, while the largest mailers tend to see most of their open and click-through activity on Mondays, Tuesdays, and Wednesdays, eROI reported.
As evidence of how immature the medium still is, just 4% of e-mail marketers surveyed by eROI said they track the lifetime value of their e-mail customers.
Also, business-to-consumer marketers rely more on behavioral targeting than business-to-business marketers, eROI reported.
Forty two percent of business-to-consumer marketers in eROI’s survey said they were more likely to rely on behavioral targeting to position their offers, compared to 27% who said they primarily rely on demographics.
Conversely, 42% of b-to-b marketers said they rely primarily on demographics. Compared to 29% who said they rely primarily on behavioral information, eROI reported.
