Apr 6, 2009

First quarter email statistics.

I created an email account which I subscribed to plenty of lists. All these lists are segmented in industries

The goal here is to measure the amount of emails sent to subscribers according to the type of industry.

I segmented the types of list in the following types:

  • Brand (Brand advertising)
  • Casino (Online Casino and Gambling)
  • Entertainment (TV channels, Entertainment)
  • Games (Prize winning competitions, scratch games online)
  • Love Match (Love match and online meeting websites)
  • Offers (Online coupons, special offers, online bargains)
  • Private Sales (Private sales websites)
  • Retail (E-commerce, retail stores)
  • Travel (Online Travel agencies).
The statistics are the following (average number of emails received per week):

Type Avg Emails/W
Brand 0,735
Casino 0,963
Entertainment 1,236
Games 1,460
Love Match 5,089
Offers 1,775
Private Sales 6,644
Retail 2,308
Travel 1,595
ALL 2,423

Unsurprisingly Private sales come ahead with almost a mail per day average (according to the company it's from 5 to 8 mails per week in average).
A bit more surprising is the second in the list (in volume): Love match websites. I was amazed by the number of emails received when subscribed to this kind of list (it also depends on the website). Maybe the first relationship you get from these sites is the relationship with the website itself in a way.
The retail industry quite normally gets the third place with an average of 2.3 mails per week (more emails were sent during the different holidays of the first quarter (Valentine's day, St Patrick,...))
Then you get rest of the pack with a rate of around one mail a week.

This confirms that there is a huge discrepancy between Industries and that subscribers probably expects a given amount of weekly emails according to lists (from my personal experience, there is no big difference in complaints and unsubscribe rates between all these industries, it is more related to the website itself and it's practices).

If you are in the marketing department of a company and you are far of it's average maybe it's time to see if you could change the way you communicate with your clients.

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