Response Rate Report 2024

ANA Response Rate Report 2023 Chapter 2: Email

Types of Lists Used in Email Campaigns CHART 12

N = 76

Prospect-house lists of potential customers Prospect lists with third-party data

4%

5%

33%

House lists

58%

A mix of house and prospect lists

What kinds of lists do you primarily use for your email campaigns?

Insight: Respondents clearly favor house lists over prospect lists. This report section will show a possible reason why: House lists perform better in key metrics such as open and conversion rate.

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