White Image’s Inside 2011: Decrease of efficiency indicators for newsletters in Romania

Cristina Blanaru Digital & Media, Marketing

The number of e-mails sent in Romania doubled but email marketing most important indicators show a decrease in open rate, render rate and click through rate, according to Inside 2011, a White Image study that reached to its 6th edition. The study analyzes the way newsletters are read in Romania

Inside 2011 was based on monitoring over half million e-mails sent in the 1st half of 2011 and during the entire 2010, part of 29,873 campaigns.

According to the study, the open rate decreased from 24.81% in the 1st semester of 2010 to 22.37% in the same period of this year.

On the other hand, render rate also showed a decrease, from 22.88% to  21.04%, while the click rate decreased from 9.28% to 7.85%. The biggest decrease was shown by the click rate reported to the opening rate, that went down from 37.38% to  34.40%.

The report shows a diminished relevance in communication, mainly on marketers that increased the volume the send e-mails volume.

Inside 2011 shows that the months with the best results in 2011 and 2010 were January-March, with the same trends registered for the main indicators both for B2B and B2C communication.

In spite of the volume increase, the percentage of the spam complaints maintained constant, while the subscription percentage increased in the same time with the increase in send emails volume.

The most efficient subjects in both years, from the opening rate point of view, had between 1 and 15 characters, but not the same thing can be said from the click rate perspective in which, in both years, there were registered bigger values for subjects with 51-75 characters.

2011 registeres an increase in numbers of trigger type messages but, in the same time, a decrease in targeted messages numbers.

For B2C, the day woith the best opening and click rates kept being Tuesday, both in 2010 and in 2011, while the most efficient day for B2B is Thursday.

The most efficient hours for email openings and clicks, both for B2B and B2C, is between 12.00 and 15.00.

The study can be integrally downloaded from White Image’s website.

White Images leader in customizable email marketing solutions in Romania, handling annualy over 400,000 emails.

White Image is the only Romanian email marketing company awarded internationally with Gold Consumer award at the annual MarketingSherpa competition and is involved in international projects in its activity sector.