Email Marketing: This Statistic Staggered Me

An interesting statistic hit my desk this morning which has led me to write this email.

It’s what I’ve been saying for years.

And that is…

Provide valuable information in your emails and stop asking for sales
all the time.

Email Marketing is about:

  1. The List;
  2. The Relationship; and
  3. The Offer.

Ok, let me back up my statement for you.

According to a report issued by Epsilon and the Email Experience Council
(EEC) emails that provides value to the reader without a purchase (though they
may contain a marketing call to action) received an staggering 178% higher
click through rate than any other type of email in their research.

Or in other words…

If you provide something of value to your customers in a  non-salesy type of
way you are more likely to engage them.

But we know this don’t we.

The staggering statistic to me was not this 178% higher click-through figure but
the EEC Report revealed only 0.6% of emails sent for the third quarter of 2011, in
their research, were these editorial-type of emails.

Yes, less than 1% of emails sent in the third quarter of 2011 were VALUE added
editorial emails which provided information the recipient would deem worthwhile
to them.

Not surprising is the 92.4% of emails sent wanted a sale.

And it this very reason why adding value to your emails by way of information,
providing a link, giving extra value the recipient didn’t expect, will have you getting
more click-through rates too.

Email Marketing is not and ACT it is an ART.

Email Marketing Is An Art Not An Act

Learn it and you will prosper.

Believe In Yourself

About Kurt

I'm passionate about helping people in small to medium businesses get BIG results from email marketing. Email Marketing is about 1. Your List 2. Your Relationship With Your List and 3. Your Offer. When you get the three in unison, watch your profits soar. If you're not sure what I mean. Contact me. I can and will help. Believe In Yourself - Kurt


  1. I totally agree Paul. I am shocked at only 0.6% of emails did not contain a sales message.
    Mind you it may been where EEC did their research but it’s more about the ‘context’ then the actual stats.
    Hopefully we can influence others to stop trying to sell with every email.

  2. Hi Kurt,

    I’m singing the “hallelujah chorus” – hoping that people will listen to yourmessage. I’m so sick and tired of the ‘sell now sell now’ mentality that I’ve unsubscribed from just about EVERY list I was on.

    That’s a number worth listening to too.


    – Paul

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