Online Marketing Expert, eROI, Releases Q4 '05 eMail Statistics

Data Reaffirming That Sending Volume Is Inversely Related to Reads and Clicks

PORTLAND, OR -- (MARKET WIRE) -- 01/31/2006 -- Online marketing expert eROI, Inc. today announced the results of their Q4 2005 email study on deliverability. The eROI, Q4 '05 study breaks down by list size, which day is the best day for email campaigns. In general terms the Study indicates a 29 percent drop quarter over quarter in read rates, and a 21 percent drop in click rates in Q4 over Q3 2005. Additionally, the Q4 data shows a similar trend from the third quarter in that the noticeable high point in the week occurs on Friday for both reads and clicks. So, from this quarter eROI reaffirms that sending volume is inversely related to how reads and clicks react.

"With this shift in behavior we saw a 50 percent increase in email volume," said Ryan Buchanan, President and CEO of eROI. "This large of an increase brings email fatigue and drops in read and click rates. While still an effective means for driving traffic to sites, marketers executing email campaigns should take this into consideration when planning for end-of-the-year efforts."

"For Q4 we do see similarities to last quarter with read and click rates generally declining as list size increases, but there are some major differences," said Jeff Mills, eROI Email Analyst and former Gartner researcher. "Read rates are much more erratic between 500 and 10,000 emails. Click rates see a more consistent behavior and do not decline in nearly as consistent of a pattern as last quarter. Volume for 250,000+ lists takes a huge jump upward resulting in approximately 20 percent read rate. We believe this goes to show, segmentation works and the general B2C marketer really needs to adopt more targeted mailing campaigns. B2B mailers are starting to adopt them more and more."

eROI eMail Study - Key Findings

Micro-Mailers, those less than 5,000 recipients, show read rates in excess of 40 percent and click rates between 7 and 11 percent -- the best day being Friday with Thursday not far behind. This is the one list size segment that has increased read and click rates, demonstrating a loyalty to the brands and the messaging that is developed from these campaigns.

Small senders, those between 5,000 and 24,999, see some good Sunday statistics and consistent weekday numbers -- 35 and 30 percent, respectively. There appears to be a Monday drop off in the Small Mailer segment and rebounding during the rest of the week. We see this happening in the B2B markets and see Monday fatigue fairly consistently setting in. Mid-size senders, 25,000-99,999, show wide swings in read and click behavior. Sunday and Tuesday are the most productive days with huge spikes in read and click rates on Sunday and higher numbers on Tuesday.

Large senders, 100,000 - 249,999, shows that Monday is a popular day to send, but not a good one if you want recipients to actually read or click on your email. Friday appears to be the best day -- with a 230 percent increase in read rates over the weekly average and a 214 percent premium from the rest of the week.

Download the Full PDF Study

About eROI
eROI, Inc. helps its clients generate and capture qualified leads online through email marketing, e-commerce, search engine marketing, and Web site development. eROI's unique approach transforms clients' Web sites into effective vehicles for capturing leads. The company's email campaign management services include planning, email design and email list management and their award-winning technology platform enables clients to build, send and track HTML emails. Clients include Cingular Wireless, GE Supra, Harland Financial Solutions, InFocus, Kettle Foods, Learning.com, Microsoft, NW Natural, OHSU, PGE, Planar, SEGA, TransCore, and WebMD. For more information, please visit our Web site at www.eroi.com.