B2B email campaigns get clicks, banners bad

Research in the United States indicates that B2B email campaigns can result in click-through rates as high as 25% although the average is far lower and dropping year on year. Meanwhile, surveys also indicate that banners are leaving a bad taste...

 

eMarketer.com reports that Harte-Hanks reviewed 700 client e-mail campaigns and found that general marketing, permission-based B2B e-mail campaigns can yield click-through rates as high as 25%

Harte-Hanks reports in August 2002 that business-to-business (B2B) e-mail marketing campaigns can yield an average click-through rate of 1.3%, but can go as high as 25%. The study also determined that sales promotion B2B e-mail campaigns yield an average click-through rate of 1.7%, but can be as high as 21%.

Harte-Hanks reviewed 700 permission-based e-mail campaigns designed by their clients, representing 4.25 million e-mail addresses, executed between August 2001 and August 2002. Companies were North American-based and in either the technology or telecom industries. Opt-in News estimates that average click-through rates for B2B e-mail marketing campaigns are slightly higher than those determined by Harte-Hanks. Opt-in estimates that in 2002, the average click-through rate for B2B e-mail marketing is 2.3% -- down from 3.9% in 2000.

Further reading:

For information on email marketing products and services available in New Zealand, or how to use email marketing campaigns visit the Online Marketing Research Pavilion

 

September 2002


When E-Ads Leave a Bad Impression

According to a BURST! Media study, as reported by the Center for Media Research in August 2002, the number of online ad impressions rose by 77% in the US from 53.2 billion in May 2001 to 94.2 billion by May 2002.

BURST! surveyed 3,000 internet users and reported that 63% say they have a low tolerance for more than two ad units on a single webpage, roughly 33% say they can tolerate one ad on a page and 30% say they can tolerate two ads per page.

The survey also determined that if a webpage appears cluttered with ads, 36% of internet users will leave the site. In fact, 58% say that if a webpage is cluttered with ads, they have a less-favorable opinion about the product(s) or service(s) being advertised on the page.


Note from the editor:

Email response rates appear to be decreasing in line with the rise in email volume and those considering email as a tool should expect that figure to continue into the future.

Rates in New Zealand are slightly higher than the US's 2.3% average.

The average click-through rate of the iStart e-newsletter for example is 18.5%.  Order it using the following web link:

iStart e-newsletter

(Published fortnightly) 

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