Smaller lists generate higher eMarketing response rates
The better the target group list is focused, the greater will be the chances of a high
response rate.
In the first stage of a multi-phase eMarketing campaign, the results will typically lie in
the ranges 1% to 4%, or 5% to 12%, according to the relevance of the message for the target group.
With each follow-on eMarketing action, smaller groups will respond. Yet at the same time, this
is where you’ll see the highest response rates.
An dialog with your contacts via the internet are obvious offers fast and simple
interaction. Each progressive step in that dialog filters out a few more contacts - that’s
the whole purpose of qualification, after all. Those who stay enjoy a meaningful interaction on
a subject that is of genuine interest to them. They are the contacts we want to identify for
lead generation.
Experiences of list sizes
The diagram shows 60 data points that consolidate the results of 485 eMarketing campaigns
conducted for lead generation.
The majority of projects with response rates higher than 20% were - almost without exception
- the latter phases (3rd, 4th, 5th phase) of multi-phase eMarketing campaigns. (The vertical
scale is shown logarithmically.)
The skill is knowing what to say when: the optimal sequence of offers and information
requests for data collection, contact qualification and lead generation. And that’s where Ansaco’s
in-depth experience of 2,800 eMarketing projects comes into play.
To find out more about Ansaco's expertise in eMarketing campaign design, please email:
eMarketer@ansaco.de or phone us at: +49 6221 6568 475.
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Customers
Organisations that we have supported with our eMarketing experience and insights include:
Deutsche Investment Trust, Dun & Bradstreet Germany, Field Fisher Waterhouse, Miltenyi Biotech, Pivotal Corporation, SAP AG.
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