An unopened e-mail is a marketing dud. While many articles focus on inbox placement and subject lines to boost opens, marketers may be surprised by four other factors underlying e-mail open rates, per a recent Direct Marketing News magazine article. The article cites analysis by e-mail services provider Constant Contact of more than 100 billion e-mails sent mainly by small businesses to their subscribers in 2014 and 2015. The first basic factor affecting open rates is e-mail list size. While the average open rate was 22% for all campaigns, super-targeted campaigns to 35 or less earned an average open rate of 55% compared with messaging up to 7,500, which racked up 14% average opens. The solution for big lists is segmentation, Constant Contact concludes, selecting smaller audiences from the larger subscriber base for more targeted messages. The next surprise factor is the customer's domain. Per the study, e-mails sent to Comcast, Verizon, Cox and SBC Global domains had higher open rates, while messages to Gmail, AOL, Hotmail and Yahoo users had lower open rates. Next, the sender's industry vertical can impact open rate success. For example, the study found that nonprofits overall get the highest opens (29% average), while, at the other end of the spectrum, B2B consultants get only 13%. Finally, mobile-responsive e-mail is increasingly essential to high open rates, with more than half of e-mails now opened via a smartphone or tablet. For details from the study, go to http://www.dmnews.com/email-marketing/4-factors-that-impact-your-open-rates/article/436908/
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