Smaller direct marketing lists are more likely to secure campaign success, a new study reveals.

According to the Email Marketing Metric Report by MailerMailer, communications sent to small and medium lists have higher open and click-through rates compared to messages sent to lists of more than 1,000 subscribers.

The study, which analysed direct marketing open and click-through rates during the latter half of 2008, found that 13.2 per cent of email marketing messages were opened during the period.

Meanwhile, marketing communications from travel companies had an open rate of 27.6 per cent.

The report’s authors pointed out that direct mailings sent to smaller lists are more tailored and have a higher likelihood of succeeding.

“A smaller list does not directly affect open and click rates, but mailings to smaller lists may be targeted better, contain more relevant content or have more recent subscribers,” they explained.

A recent survey from Epilson found that open rates have remained constant over the past year, ranging from between 19 per cent and 21 per cent.

Related Topics: Business Data & Lists