After The Blast: Email Games Marketing Gets Relevant

Electronic Gaming Business, July 16, 2003

Currie warns about user overload when it comes to come-ons at Web sites to opt-in. He runs 10 contests and 3 to 4 surveys a year to grow the subscriber base and finds that the lower frequency yields better response rates.

Baseline

What sort of baseline numbers can game marketers expect in their email campaigns? Vivendi's Amy Chen shared some of her averages.

* Typical CTRs in Vivendi newsletter stories range between 15% and 45%

* 80% to 90% of subscribers can handle HTML email

* Email open rates are "always above 50%"

* Typical passalong rates are about 5%

* 100K is the upper size limit on emails

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