BtoB

Avoiding the pitfalls of e-mail marketing

Q. What is a good response for an e-mail campaign?

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A. For prospecting, it’s gone down a lot because it used to be in double digits just a year ago as far as click-through rate, but now, for consumer acquisitions offers, it’s more in the 5% to 9% range, and for b-to-b it’s probably 1% to 3% range. For house promotions, if you have your own house lists, it can easily double or even triple that, depending on what kind of house promotions you have.

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