It has been some time since I’ve last addressed the subject of email newsletter open rates, and today as I was analyzing the data of two different Commission Junction-based affiliate programs, I couldn’t help but notice the drop.
In this post I wrote that the registered open rate was 17.65%.
In a 3-year-old affiliate program (8.676%):
In a 1-month-old affiliate program (11.872%):
Rounding the numbers up, between 17.7% in 2009 and 8.7% in 2012 it is apparent that we’re registering a tremendous 9% drop. This is a worrying statistic.
However, according to the findings of AffStat 2011 Report the majority of affiliates (40%-43%) do prefer to be contacted via email:
Yet, based on the above-quoted disheartening open rates statistic, it seems that, wherever possible, affiliate managers should give preference to personal emails. The same AffStat Report also revealed the following:
At the very least, affiliate program managers should (a) segment their affiliate base, (b) micro-categorize affiliates in each segment based on needs, professional readiness, activity level, and other factors, (c) creating group-specific customized versions of the newsletter — all to maximize each circular’s relevance for individual affiliates.