eDisplay's TrackReports E-mail Stats Study Reveals Small Mailings Perform Better Than Large e-mail Lists

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The study was conducted on 4,000 mailings tracked by TrackReports - a new e-mail tracking tool for SendBlaster customers, and compared open and click-through rates achieved by different e-mail list sizes (from 100 to 100,000 subscribers).

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The click-to-open rate (CTOR) averages 20% and remains constant for all considered mailing list sizes.

eDisplay, a European software company providing solutions for web marketing and award-winning e-mail marketing software SendBlaster, http://www.sendblaster.com, today announced the results of "TrackReports E-mail Stats", an internal study conducted on 4,000 mailings tracked by their newly launched e-mail tracking tool – TrackReports.

The analysis compared open and click-through rates (CTR) achieved by different list sizes (from 100 to 100,000 subscribers), and found that small e-mail lists get better open rates and click rates than larger lists, but less than proportionally.

According to the results of the analysis, average open rates and average click rates are strictly connected to the mailing size and vary from 10-20% and 2-5% respectively.

Smaller e-mail lists tend to obtain better results. On the contrary, open rates drop as list sizes increase. For example, e-mail campaigns sent to more than 50,000 subscribers obtain about half the rate of a mailing sent to 500 recipients or less, which is 100 times smaller. That means a 100 times smaller mailing will be 50 times as effective.

“A possible reason is that smaller mailings (up to 5,000 addresses) are usually better targeted than larger ones” - stated Raffaele Serusi, Marketing Manager of SendBlaster. “Senders who truly want to evaluate their e-mail marketing performance should always compare to similar mailing size / profiling. It can definitely help set goals and improve future e-mail campaigns results.”

Overall, the click-to-open rate (CTOR) - the ratio of unique clicks as a percentage of unique opens, averages 20% and remains constant for all considered mailing list sizes (+-3%), slightly more for better rates, slightly less for worse rates. Consequently, the tracking of open rates can be easily estimated simply by considering the number of clicks.

The analysis revealed that read and click rates decline as the list size increases. Micro e-mail lists (with less than 1,000 recipients) demonstrated an open rate of 20.47% and a click-through rate of 4.88%, small mailings with less than 5,000 recipients had rates of 17,02% and 3,74% respectively.

Mailings with more than 50,000 recipients received only an average open and click rate of 10,89% and 1,90%, respectively.

The study is the first of newly launched "TrackReports E-mail Stats", a series of e-mail trend data studies to be released on a regular basis. TrackReports is a free e-mail tracking tool for SendBlaster customers to monitor e-mail campaigns in real time. TrackReports was launched in January 2010, in combination with SendBlaster 2. Five months after its launch it has about 5,500 registered users, 14,500 mailings, and has recorded over 500.000 events from 2,500,000 recipients.

For additional details and charts about this study, please visit: http://www.sendblaster.com/trackreports_stats_012010 .

About eDisplay
eDisplay srl is a European software company providing solutions and tools for web marketing, targeted at small and medium sized businesses worldwide. eDisplay products includes both standalone desktop applications and online services designed to be very user friendly, easy to use and affordable.

About SendBlaster (http://www.sendblaster.com)
SendBlaster is a multi-award winning email marketing software. Features include HTML Editor for rich email composing, blacklist management, direct send and fast SMTP free-delivery, and bounce back automatic removal process.

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Gianluca Tuniz
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