Inaugural New Zealand email marketing metrics report

1:44 PM, 9 August 2010

New Zealand’s first email marketing metrics report crunched close to 100 million permission-based commercial emails to show how email drives massive readership and clicks

New Zealand’s first email marketing metrics report crunches close to 100 million permission-based commercial emails to show that email drives massive readership and clicks – especially on Mondays. The Jericho Email Marketing Metrics Report for 2010 analyses key performance factors of email readership, call to action response rates, and the best day to send your email. This information is the first of its type in New Zealand and provides much-needed inspiration to marketers with stagnant budgets and hard-to-reach consumers.

Motivated by overseas results[i] showing exceptional return on investment from permission email marketing, a majority of New Zealand organisations have come to rely on email for both customer acquisition and retention. The Jericho Report shows that they are doing the right thing, with average readership rates[ii] for email up to 48% across industry types, and an overall figure of 34%. This compares with only low 20’s in international markets.

The click-to-open rate[iii] measures how effective the email message was in motivating those recipients who opened it to subsequently click a link.

The ultimate question, and the most often asked is which day should I send my email? Wednesday has the most email traffic - by quite a long shot, while Monday and Friday have the highest readership rate. Saturday showed the most clicks per email. This reflects the online habits of consumers who enjoy retail therapy from their living room at weekends. Overall, Monday was the winner with highest combined readership and click rates.

From Amazon to a local boutique or sports club, it’s normal to request an email address. Consumers have learned to expect relevant information, in an easy to read format, and when their expectations are met, the results can be significant. Personalised and relevant email can effectively identify with and engage each customer. In turn, the consumer is rewarding that effort with their loyalty, leveraging goodwill straight to the bottom line.

You can download the report from www.smartmailpro.com

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