R.I.P. E-mail Newsletters

posted Dec 30, 2009, 10:42 AM by George Weiner   [ updated Dec 30, 2009, 11:13 AM ]
Your e-mail newsletter is going to die. As you read this, there are a host of illnesses attacking the health of your pretty newsletter: competition, RSS readers, SPAM, PDAs and tracking issues, and digitalnoise. Scared yet?

Every year e-mail open rates decline. Ten years ago, e-newsletters were achieving, on average 25 to 30 percent open rates. Between 2004 and 2007 rates slipped to 15 to 20 percent (200 million messages surveyed). But since 2006, open rates are tracking around 8 to 13 percent. Let me be clear: if your mutual fund posted these numbers, you'd be selling your house and taking on a second job....

More on email newsletters

A smart guy named Harish Rao started me thinking about this topic in early 2009. There will be more R.I.P Email Newsletter articles focusing on click through rate, targeting, and finally one that simply promotes moving to mobile :)