I hear this inquiry from email marketers all the time- Does the size of my email send distress the performance?
To respond this question
Email Myth- 1 The larger your email sends, the higher your unsubscribe rate.
Theory:
This one seems sensible. I feel resembling if you're doing massive email size sends, your messaging is possibly going to seem spammed, and thus a larger percentage of receivers will unsubscribe because of irrelevance.
There is no considerable correlation here. Indeed, you can observe there's essentially a little negative correlation. Larger email sends in fact have lower unsubscribe rates. This could be a consequence of companies with larger databases having more well-known brand names thus they are more careful with their email campaigns. However, I believe the opposite is true in that there are several "tentative" small e-mail sends that are sent to "unknown" contacts.
Results:
Myth out of action! Email send size does not influence unsubscribe rate.
Wow, this one wasn't that perceptive. I implicit large email sends impersonated spam email which would guarantee higher un-subscribes. However the data demonstrate that email volume size doesn't influence unsubscribe rate. Conversely, it's significant to note that numerous other factors such as content, frequency and relevance do. Take a moment as well as think about your every-day email behavior: if could be observing as annoying or irrelevant, you're possibly going to take the superfluous effort to unsubscribe.
Email Myth-2 The larger your email sends, the inferior your click-to-open rate.
Theory:
Identical to the first myth, this one looks believable. Massive email services sends weaken the messaging thus I would envision email performance would undergo. It's rigid to imagine one email would be applicable to millions of people, at least not relevant sufficient for them to click through.
There's an awful sturdy correlation here. If I were to outline the natural curves, it would seem like a sideways funnel with a massive drop-off at around 20,000 to 50,000. Email sizes above that hardly ever reach higher than 20% click-t0-open. This composes a lot of sense if you consider of content relevance. More segmented email sends with more targeted messaging will get more clicks.
And for all you curious minds out there, if you're speculating about just click rate, yes, the precise same phenomenon as click-to-open rate occurs.
Results-
Myth confirmed! Email send mass is straightly tied to performance.
I adore science! We demonstrated an industry-old myth with data! However, if you really think in relation to this one, it makes a lot of logic. Open rate is coupled to your subject line and sender info. Click rate is united to your content and offering, which identical relevance. The bigger your email sizes, the tougher it is to stay relevant and have a compelling call-to-action that request to that audience. Particularly after the email sends size exceed 20,000—wherever the average click-to-open band narrows to 3-18%. It's very rare to break out that band.
What we have learned
The major takeaway here is to discover a good balance between the granularity of your segments as well as the relevance of your offering or content. If you comprise the resources, segment your email campaigns anchored in the audience persona (industry, demographic, geography, etc.) and behavior (For example- looked at your product Web-Pages). As a common "guideline", the email size sweet spot is around 5,000. On the other hand, as long as your message is relevant as well as resonates with the recipients, you'll get excellent email performance. It's just awfully difficult to stay relevant beyond a definite audience size.
Source : articlesbase.com
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