Response Rate Report 2024

ANA Response Rate Report 2023 Chapter 2: Email

Email Metrics Overview (Prospect Lists) TABLE 3

2023 Email Metrics Overview

Metric

Prospect File

N

Open Rate

27%

28

Click-Through Rate

13%

25*

Click to Open Rate

19%

27

Conversion rate

9%

24*

Cost per Acquisition

$38.39

23*

ROI

23%

23*

*Small base

Insight: Compared to 2021, open rates and acquisition costs remain relatively unchanged in the current study year. ROI for email sent to prospect lists has fallen from 32 percent in 2021 to 23 percent in 2023. As was the case with email to house lists, collecting this data remains a challenge because just 17 percent of respondents to the email questions were able to provide actual metrics. The remaining responses came from those who provided best estimates or a blend of estimates and actual data.

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