MailerMailer an email list management company recently published its “E-Mail Marketing Metrics Report” covering July – December 2007.

It reported worldwide email open rates slipped significantly between the first and second half of 2007 even for those including personalization.  This of course includes rented lists.

Our small luxury hotels always follow best practices and use a double opt-in sign-up process to build their email databases.  While this can present problems – we can’t automatically sign guests up – it does pays off. 

Open and click-through rates for their relationship building email newsletters run 5-20 times higher than the figures reported by MailerMailer.  It pays to use a double opt-in process.

What is your experience?  Safe travels – Madigan Pratt

PS – See earlier article: “Double Opt-In or Don’t Bother”

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AUTHOR: harshadmethrath
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