Advertisers are forever looking for a new way to find their audience in an effective way. To define the media effective, research needs to be done to see how a target demographic consumes it. Harte-Hanks Postfuture Index 2009 – 2010 cataloged consumers email marketing behaviors.
According to the Center for Media Research, the study showed that while open rates declined 9% from 2009 to 2010, click thru rates remained the same, delivery rates increased, and unsubscribe rates dropped. From this, it can be deduced that marketers used higher quality mailing lists.
Overall, engagement levels have been a key to a successful campaign. These levels are a combination between open and click rates. Therefore, marketers are more focused on who is sent email blasts. People who are inclined to a certain product or have expressed interest in the past are more likely to open an email and become engaged in it.
Engagement levels have also become important in a strong delivery rate. Internet Service Providers (ISPs) are starting to observe how their consumers manage their email accounts. They are using these engagement metrics to help determine where to place a message.
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