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Lower Responses from Email Blasts
We are seeing much lower response rates for eblasts and mailers. This seems to be true for both the opt-in people from our own lists and from rented lists from industry specific categories as well as direct mail. It occurs even when the value prop seems good such as a leading name in the industry. In the past I might expect to see results ranging from 85 basis points to 1.5 percent where they are running half of that now. I wanted to know if other companies might be experiencing the same same?
A number of factors may be contributing to what you are experiencing. The effectiveness of email marketing varies widely but I think most will agree it’s not nearly as good as it was in the past. Marketing Sherpa conducts annual email marketing benchmark studies that may help you understand the dynamics behind what you’re experiencing. It’s also might be worthwhile to revisit the personas for your intended audience. Could the assumptions about the personas have changed? Have the evaluation/buying criteria changed? Win/Loss analysis would reveal this.
By Dave Daniels
