Durchschnittlich werden 40 Prozent aller E-Mail-Newsletter von ihren Empfängern geöffnet.
Direkt-Marketing per E-Mail kommt an: Diese Werbeform glänzt nicht nur durch eine hohes Maß an Überprüfbarkeit, sondern auch durch eine gute Erfolgsquote. So lautet jedenfalls das Ergebnis einer Studie des Linzer Marktforschungsinstituts Soz: AB, das den Newsletter-Versand des Direkt-Marketing-Anbieters eworx unter die Lupe nahm.
Der Studie zufolge wurden rund 40 Prozent aller versendeten E-Mail-Newsletter geöffnet. Im B2C-Bereich liegt die Öffungsrate sogar bei fast 50 Prozent, was die Experten mit mehr Zeit und weniger Mailbelastung auf Seiten der Consumer erklären. Fast 15 Prozent dieser geöffneten Newsletter wurden auch tatsächlich angeklickt. Aber auch, wenn der Großteil der Newsletter nicht immer spannend genug für einen Klick ist: Abmeldungen sind extrem selten: Die Marktforscher zählten unter den Newsletter-Abonennten von eworx eine Abmeldungsrate von unter 1 Prozent.
Dieser Blog wird sich wieder mit der geschlossenen Interaktion beschäftigen - dh. mit Medien unter Ausschluss der Öffentlichkeit. Im Gegensatz zur Interaktion im öffentlichen Raum über Social Media.
12 Kommentare:
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