eMarketer: Top online markting channels

According to eMarketer, Online retailers worldwide surveyed in July and August 2008 by E-Consultancy and R.O.EYE said that e-mail was second only to paid search when it came to driving high volume. The sample size was relatively small, at 241 online retailers. However, the results are in line with similar surveys. Nearly four out of 10 search engine advertisers worldwide surveyed in January 2008 by Radar Research for the Search Engine Marketing Professional Organization (SEMPO) said e-mail marketing yielded the best ROI of any tactic.


Lower Email Open Rates

MailerMailer said that some industries had higher open rates for their marketing e-mail, with banking/finance, religious/spiritual, government and telecommunications having more success than other verticals.

Tip: Shorter subject lines Perform Better

According to eMarketer, shorter subject lines performed better than longer ones. Subject lines of less than 35 characters yielded an average open rate of 19.6% and a 3.1% average click rate. E-mails with subject lines of 35 or more characters drew average open rates of 14.8% and average click rates of 1.9%.

Source: eMarketing: Consumers Opening Fewer E-Mails