…or Better Yet, Who Is Reading & Clicking On Them?
eMarketer recently wrote an article on this very topic, and its something that many of you would or should be interested in. The differences between Webmail properties such as Yahoo! Mail, Gmail, AOL and Hotmail may seem subtle to us, but, their user bases don’t behave like one another.
A study of success metrics for marketing e-mails sent through MailChimp’s distribution service showed that Gmail users were most likely to open and click on e-mails. Big surprise? Maybe not, but, keep reading…
Email open rates varied from a low of just over 20% for e-mail sent to AOL users to a high over nearly 31% among Gmail users. The click rate on e-mails sent to Gmail accounts was more than 7.4%, compared with rates between 4% and 5% for Yahoo!, AOL and Hotmail users.
MailChimp suggests that demographic factors could be at work when it comes to the willingness of Gmail users to open and click on marketing e-mails, so the service’s continuing growth could bring its metrics closer to the average. But the user base may just be particularly fond of e-mail marketing. To read more on eMarketers findings, check out their post, “Who Is Most Engaged With Email?”
If you have any comments or ideas on this subject or what you have seen from your stats, let us know in the comments below.
{ 3 comments… read them below or add one }
I predominantly use G-Mail and I’m sure that my own CTR is considerably higher, probably 60% – even if it’s just for a quick scan!
Doh!
I’d debate that gMail has the stats it does because it came out of the gate with a vast knowledge of how to deal with SPAM; as opposed to Yahoo! being one of the trend setters. Kinna like the Japanese building a better car after the U.S. made all the mistakes for them to learn from.
gMail also JUST came out of invitation only beta; whereas Yahoo!, Hotmail, AOL have all been free-for-all from the very beginning.
PLP,
tecHead
I agree with tecHead with Yahoo and Hotmail etc have been free from the start. However, i’ve been relectanct to click on any ads as i’m not 100% sure about them, or whether i want what is offered.
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