E-Newsletters

E-Newsletters

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E-Newsletters Are Getting Read

Almost Two Thirds of the Time

According to research by IMN Inc., an e-mail newsletter firm that studied 109 million newsletter mailings over three years, reported by DirectNewsline, marketing companies and retailers' customers open e-mail more than anyone else. Marketing firms achieve an average unique open rate of 63%, and retailers enjoy a 55% open rate.

Customers of financial services are close behind, with an open rate of 48%. Manufacturing customers realize an open rate of 43%, nonprofits' rate is 41% and software development firms see a 41% rate.

Once they open their e-mails, subscribers seek out product-oriented content, the study showed. Across industries, articles containing information on companies' products receive 29% of readers' unique clickthroughs. They open company news at a rate of 18%, and industry news at a 14% clickthrough rate. Content billed as "tips and tricks" are not opened as much -- with just an 11% clickthrough rate.

Overall, though, 64% of e-newsletter subscribers read the content in each issue, and 97% are receiving their client e-mails, said the study. Only 0.3% bounce due to full mailboxes, and another 2.3% due to incorrect addresses.

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