…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.
