Comments on: Measuring Effectiveness of B2B eNewsletters - B2B eNewsletter Statistics

By: Sarah Worsham

Sarah Worsham — Tue, 09 Dec 2008 17:45:51 +0000

Here’s some of the info I shared with Peter:

There’s not a lot of current data on open rates for b2b, but I think the best report may be MailerMailer’s which has open and CTR by industry - http://www.mailermailer.com/metrics/

The following links may also be helpful:

an email marketing benchmark guide at Marketing Sherpa. The cost was approx. $250 but it had b2b and b2c stats broken out separately:
http://www.marketingsherpa.com/index.html

E Publishing Trends and Metrics - http://www.snaponline.org/public/articles/index.cfm?cat=144 (costs about $200)

http://www.clickz.com/experts/ (lots of info about anything digital media)

http://email.exacttarget.com/ (newsletter vendor - check webinars or white papers)

http://www.btobonline.com/ (b2b publishing)

http://www.pubexec.com/ (publishing)

http://www.marketingprofs.com/ (marketing)

http://www.audiencedevelopment.com/home (publishing/audience development, b2b and consumer)

http://directmag.com/ (direct marketing b2b and consumer)

http://www.targetmarketingmag.com/ (marketing b2b and consumer)

By: Sarah Worsham

Sarah Worsham — Fri, 05 Dec 2008 21:32:10 +0000

Hi Peter,

I’m glad you found this post useful. I’ll see what I can dig up for the B2B market for statistics regarding interaction. I know I have some stats but it’s been awhile since I looked at them and I don’t remember them offhand. I’ll contact you via your email.

Thanks for reading!
-Sarah

By: Peter Treacher

Peter Treacher — Thu, 04 Dec 2008 10:18:46 +0000

Hi your report above is very useful. I work at a successful B2B news publisher with a registered user base of 30,000 industry professionals who receive a daily enewsletter from us with 20-30 fresh news stories every day: each with a headline and also link to our news website. Advertising is healthy (given the downturn!) but I need to start measuring interaction. Any idea where I can get a rough idea as to what to be aiming for for the following stats:
*** % of 30,000 daily emails delivered to registered users that are opened each day/week/month
***number of links clicked on each day/ week/ month fro the daily enewsletter

general page impression stats etc are healthy and we constantly focus on quality of daily news and also pay 12 full time journalists BUT I have no idea what a yardstick would be for the above.

my contact is peter@c21media.net

By: Sarah Worsham

Sarah Worsham — Sat, 12 Apr 2008 14:38:45 +0000

Hi Malcolm,

Obviously there is some benefit to just sending the enewsletter out. However, with only so many hours in a day, it is nice to know what marketing efforts are effective to concentrate your efforts. If you can’t tell how many visits to your website, and how many sales you’re getting from your enewsletter, how do you know how important it is to your business?

I do also think you get a bit of ‘top of mind’ just from having your enewsletter in an inbox. But there’s also a negative feeling for what readers consider ’spam’. If they’re getting your enewsletter and instantly deleting it, you may need to consider what content you’re sending and whether it’s valuable for your readers.

Thanks for your comment and for reading!

-Sarah

By: Malcolm Kass

Malcolm Kass — Wed, 02 Apr 2008 18:01:48 +0000

I was thinking about this comment “Now that you have your enewsletter written and sent, how many people are actually looking at it?”. I understand that the goal is for interaction between newsletter and customers, but simply sending the email, even if there is no interaction, can have benefits. Being “Top of Mind” is an enviable position for low involvement products in markets that lack physical differentiation outside of the brand name. The title for e newsletters is still shown by those when they open their email, even if the newsletter is deleted immediately. Granted, how many people are going to sign up for an e newsletter for toothpaste, soda, or candy, but for that segment of the population that does, or if a company can pull it off and get a large amount of customers on an e newsletter, I think that simply sending the email would have benefits without interaction.

By: Sarah Worsham

Sarah Worsham — Sat, 01 Mar 2008 23:24:20 +0000

Matt,
Thanks for reading and thanks for your comment! I really appreciate it and hope I can continue to provide information you find valuable.

Thanks again!
Sarah

By: Matt Hanson

Matt Hanson — Fri, 29 Feb 2008 03:39:45 +0000

I found your site on technorati and read a few of your other posts. Keep up the good work. I just added your RSS feed to my Google News Reader. Looking forward to reading more from you.

Matt Hanson