Good news about MMW eNewsletter metrics

From EmailLabs comes a thought-provoking look at eNewsletter metrics.

The average Open Rate for all B2B eNewsletters (taking EarthLink users out because of their aggressive opt-in spam filter) across domains is 26.4%. Drilling down, at Meister Media, our eNewsletters are averaging about 23% companywide, so we are in good company.

An increasingly more meaningful metric is Click to Open Rate (CTOR), which expresses the measure of click-through rates as a percentage of messages opened, instead of messages delivered. Taking out EarthLink again, the B2B average is 26%. On our Benchrunner last week, our CTOR was 47.6 Almost double the average for b2b.

Click thru rate? B2b averages 4.39 (EarthLink excepted), we hit 6% average companywide last week. Benchrunner and TGC Retail Scan are usually well over 10%.