Analysis of a 12 month email campaign

The table below shows how the Persona Creative newsletter performed over the 12 editions in 2006

One of the most effective ways to analyse the success of an email campaign is by looking at the percentage of people who opened it.

Anything over 25% is generally considered to be good, with 30% being the benchmark we should all try to achieve. Over the course of 12 months, the Persona Creative email averaged over 50% - 20% higher than the benchmarks! Not only this, but the open rate never dropped below 40%, so the average is based on consistent performance rather than a few good months bumping up the statistics.

Due to the positive feedback we receive on each email, we believe the high open rate is due to the quality of the content and also the high build quality of the HTML; reducing the number of spam filters it triggers.

The chart below shows our open rate performance against that of industry averages.

With printed Direct Mail, it is commonly accepted that a 1% response from a campaign is what we should aim for. For example, if we send out 10,000 flyers in the post, we should hope to get 100 people to respond in some way.

With email, the percentages for response a bit higher, but are dropping all the time as email overload becomes more of a problem for our inboxes. Over the course of 2006, the industry average is 15%, but the Persona Creative average click rate is over 25%! Again, this is an excellent sign that the content we produce for the email not only engages our readers, but encourages them to read more.

Email campaigns produced and managed by Persona Creative for our clients produce similar statistics, so if you want to make the most of this marketing channel, it's worth talking to us.

You can also have a look at the industry tables below to see what benchmarks you can aim for in your own campaign. Of course, we can help you get there if needed.