Join thousands of 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:
Nov 09, 2001
Blog Post

Average Open Rates Should be Part of Media Kit

SUMMARY: No summary available.
In Seth Godin's newsletter today, he advised marketers and media buyers to ask email newsletter publishers what their open rate was, before buying an ad. (An open rate is the percent of people who open an issue, instead of deleting it from their in-box. Only HTML newsletters can track this. Text-only can't.) In fact average open rates should be included in the media kit, but they almost never are. An open rate of 50% or above is highly respectable. The 50% won't always be the same people -- you know, sometimes you read your newsletter issues, and sometimes you don't have time, or the headline doesn't appeal to you. So if you advertise in a newsletter repeatedly, over time you'll reach a larger portion of the readership than the average open rate as different people read different issues.

I would give you a link to Seth's newsletter here, but he doesn't post it online. (He emailed me that he's working on it.) You can subscribe to his free newsletter here.
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 below to receive MarketingSherpa news, updates, and promotions:

Note: Already a subscriber? Want to add a subscription?
Click Here to Manage Subscriptions

Best of the Week:
Marketing case studies and research

Chart Of The Week

B2B Marketing

Consumer Marketing

Email marketing

Inbound Marketing

SherpaStore Alerts


We value your privacy and will not rent or sell your email address. Visit our About Us page for contact details.