Small email lists have higher open and click-through rates, according to ExactTarget. Companies sending emails to a list of 110-1000 individuals averaged open rates of 42% and click-through rates of 6%.


Small email lists have higher open and click-through rates, according to ExactTarget.

Companies sending emails to a list of 110-1,000 individuals averaged open rates of 42% and click-through rates of 6%.

Companies sending to a list of more than 100,000 averaged open rates of 18% and click-through rates of 3.6%.

Morgan Stewart, director of strategic services at ExactTarget, said: “The smaller the targeted audience, the better organizations can aim their message directly to their subscribers in their e-mail communications. his is a sure way to increase response to e-mail communications.” [Source]

The study also revealed that B-to-B marketers’ emails averaged open rates of 37.75% while B-to-C marketers averaged open rates of 29.54%.

52% of B-to-B email campaigns studied were sent to lists of less than 1,000 subscribers. B-to-C email campaigns studied were sent to less than 10,000 subscribers.

For more information on the study, click here.