Research by email services provider, Silverpop, shows that more companies conducted business-to-consumer (B2C) email marketing campaigns leading up to the holiday shopping season this year than in 2008, while open rates and click rates have remained roughly the same.

Reviewing the email marketing programs of 70 retail and consumer product companies, Silverpop compared November’s email campaigns with those sent during the corresponding period in 2008. Sliverpop found that the average B2C marketer:

• sent 25 percent more emails in November this year than they did in 2008;
• grew their list by more than 124 percent;
• sent 22 percent more emails this year than last during ‘cyber week’ – the period between the Sunday before Thanksgiving and the Monday following;
• achieved a unique open rate of 14 percent in 2009 compared with 15 percent in 2008 for all promotional emails sent;
• got a unique click rate of 25 percent in 2009, a little down from the 29 percent in 2008; and
• had an email deliverability rate in the upper 90 percent range.

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This entry was posted on Monday, December 14th, 2009 at 11:59 am and is filed under Email Marketing, Kikabink Lab, News and Comment. 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.