Here are some e-mail newsletter baselines to use when setting goals, as reported by eMarketer. No surprises here: E-mails set to smaller (and probably more targeted) numbers of people are opened and used more than those sent to higher numbers.
Media/Publishing Industry E-mail Rates
Number of e-mails sent
|Percent of…||25 to 499||500 to 999||over 1,000|
|Links in e-mails clicked through to a website||28.9%||24.8%||14.2%|
Source: “E-mail Marketing Click Rates Worldwide, by Industry and List Size, Second half 2008,” eMarketer from a MailerMailer LLC June 2009 report, July 6, 2009