Some numbers for setting goals for e-mail newsletters

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
E-mails opened 4.3% 2.7% 2.7%
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

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