News
 Is
Your Email List Too Big to Work?
Forgot using that crystal ball – the size of your
email list could be the best predictor of how many
clicks you get or how many people will actually open
up your email.
There’s an inverse relationship between list size
and email responsiveness, according to a study by
ExactTarget, an email service provider. The study
reveals that open and click-through rates both
decrease steadily as the list size increases.
ExactTarget revealed that email campaigns sent to
lists of 101 to 1,000 addresses achieved open rates
of 42.1 percent and click-through rates of 6.8
percent. For 100 or less addresses, the open rates
were 48.4 percent and click-through rates of 8.8
percent. Larger lists – those email campaigns sent
to lists of 1,001 to 10,000 achieved open rates of
33.2 percent and click-through of 5.1 percent.
For email campaigns going out to 10,001 to 100,000 –
those addresses fueled open rates of 25.8 percent
and 4.5 percent click-throughs. And finally, those
email campaigns sent to lists of more than 100,000
addresses generated open rates of 18.2 percent and
click-through rates of 3.6 percent.
The study also found that B2B organizations
experienced higher open and click-through rates than
their B2C counterparts. Fifty-two percent of B2B
email campaigns were sent to lists of less than
1,000 subscribers and only 5.6 percent of B2B
campaigns were sent to lists of more than 10,000
subscribers. Compare that with 41 percent of B2C
campaigns sent to lists of more than 10,000
subscribers.
The study also shows that the downward trend in open
rates by list size stabilizes at between 15 percent
to 20 percent average open rate when reaching
400,000 to 500,000 subscribers. The audience appears
to be of significant size so that adding more names
to the list does not have an increased negative
affect on open rates.
ExactTarget’s study includes data collected last
year from more than 4,000 organizations, 230,000
email campaigns and 2.7 billion email messages.
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Melissa Data
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