Close
Join 237,000 weekly readers and receive practical marketing advice for FREE.
MarketingSherpa's Case Studies, New Research Data, How-tos, Interviews and Articles

Enter your email below to join thousands of marketers and get FREE weekly newsletters with practical Case Studies, research and training, as well as MarketingSherpa updates and promotions.

 

Please refer to our Privacy Policy and About Us page for contact details.

No thanks, take me to MarketingSherpa

First Name:
Last Name:
Email:
Text HTML
Oct 10, 2005
Blog Post

Preliminary Email Marketing Survey Results: 1,585 Sherpa Readers Respond So Far

SUMMARY: No summary available.
By Anne Holland, President

Last Friday afternoon, Sherpa's Research Director Stefan Tornquist sent our readers a quick invite to take a two-page Q&A for our 2005 Email Benchmark Study.

So far 1,585 of you have responded -- thanks! -- and Stefan's already greedily eyeing the data. He wants to close the questionnaire ASAP to begin his analysis (you know what research guys are like), but I begged him for a reprieve until this Wednesday 9am ET so as many as you as possible can be included.

You've got just under 48 hours left, if you haven't already clicked on the questionnaire link here: http://www.surveymonkey.com/s.asp?u=439431380030

Next, we'll send you a complimentary Executive Summary of the results -- including a new charts you can use for your budgeting and forecasting for 2006. In the meantime, I nipped into the database to look over numbers so far (don't tell Stefan) and spotted one alarming trend:

-> 66% of respondents say they don't remove inactive names from their lists... ever.

An inactive name is someone who signed up for your email, and then after a while stopped opening it and stopped clicking on links. Their address is still good, so you're not getting bounces. You're just not getting any indications whatsoever that that person is remotely interested in your mailings.

This concerns me tremendously.

Why? Because studies show the vast majority of people don't unsubscribe from lists they don't want to be on anymore. They delete instead. Then, after a while, many begin to think of that unwanted sender as a spammer.... From that point it's a short hop potentially being reported as such to their ISP.

Result: both your brand and your deliverability may suffer.

How long should you leave an inactive name on your list before yanking? Well, first you might try a re-activation campaign or questionnaire designed to figure out which names still like getting your mail even though they ultra-rarely act on it.

Also, if you can, run some analytics to see how many of past inactive names were in a "lull" for a while but then snapped back into action. Do some readers open once every three months, or once every six? Or perhaps just every holiday season?

Depending on your content, consider segmenting these names for less frequent mailings than your regular file gets. Or just dump them altogether after awhile -- for safety's sake.

Anyway, we'll send you a far more extensive Executive Summary of the Study results in a couple of weeks. In the meantime, you've got just under 48 hours to be included: http://www.surveymonkey.com/s.asp?u=768441380066

See Also:

Post a Comment

Note: Comments are lightly moderated. We post all comments without editing as long as they
(a) relate to the topic at hand,
(b) do not contain offensive content, and
(c) are not overt sales pitches for your company's own products/services.










To help us prevent spam, please type the numbers
(including dashes) you see in the image below.*

Invalid entry - please re-enter




*Please Note: Your comment will not appear immediately --
article comments are approved by a moderator.

Improve your marketing

Join our thousands of weekly Case Study readers. Enter your email address below to receive MarketingSherpa news, updates, and promotions:
Note: Already a subscriber? Want to add a subscription?
Click Here to Manage Subscriptions