Trends and Benchmarks in Click-Through Rate by Message Type
By Jeanne Jennings @ClickZ 2/20/12
In my last column, I wrote about open rate data by message type. Today, we’re going to pull the click-through data by message type and look at that. The data comes from the Email Trends and Benchmarks report presented by Epsilon and the Email Experience Council (EEC); the Q3 2011 reportwas released December 2011.
As a quick recap:
Epsilon and the EEC have defined six message types (definitions are my own; it would be nice if the report included definitions, but it does not), which are:
- Marketing. Straight promotional email: sole purpose of the message is to drive a purchase (or in some cases, generate a lead that can drive to the purchase).
- Service. Transactional email messages, relating to a new email sign-up, an order, or some other issue involving a recent action (may and should include some marketing calls to action).
- Editorial. Messages that include content that provides value to the reader without a purchase (may and should also include some marketing calls to action).
- Acquisition. Email message to someone who doesn’t have a pre-existing relationship with the sender or whose relationship with the sender is very casual (for instance, someone that drops a business card in a jar at a trade show booth).
- Research. Email sent to gather opinions via surveys.
- Other. Anything that doesn’t fall into one of the other categories. (continue @ClickZ)
