Email #1 to Friends of Mercury Grove

Yesterday I sent out a “Friends of Mercury Grove” email announcing the launch of our blog.  Below are the click rates from the email using our email campaign tool (code name marathon).

The Friends of Mercury Grove list is made up of personal contacts and people who have signed up for our newsletter over the last year.  We haven’t sent out a note in several months, so our we had a higher bounce rate than normal, but we also had a lower open rate (people who open emails) than I expected.

Industry standards for opt-in newsletters is between 18 and 21%.  I was hoping to be closer to 30%, but forty-eight hours after sending the email we have a 23% open rate.  Although this is lower than I hoped, the click-through rate (people who click on a link in the email) was 87% versus an industry standard of around 30%.

Prognosis: We need to clean up our list so that only people who are interested receive our message; we need to improve the subject line of the email (so people open it); but we have some excellent content that people who care are interested in reading.

PS - if you’re interested in joining our Friends Mailing list, click here.

This entry was posted on Friday, June 6th, 2008 at 7:54 am and is filed under communications, marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.