Stat Source: Bad addresses, A/B testing, etc.

Retail email marketing statistics and benchmarks from the past month:

Stat: The typical Internet retailer who emails its house list loses almost $7 million per year in net revenues due to invalid email entry on their websites. Source: FreshAddress’s 2008 Email Address Validation Study of 50 Leading Retailer Websites
>>Make sure your subscription process can indentify addresses with common syntax errors, dead addresses and bogus accounts.

Stat: The average click rate for the winning group in an A/B split test for subject lines is 5.5%, vs. 4.7% for lists that didn’t A/B test their subject lines. Source: Mailchimp’s A/B Split Testing - Does it Help Email Marketing?
>>I talk about the need for more A/B testing in my Email Insider column today.

Stat: About 60% of marketers do not know how they authenticate email. Of those that do, Sender ID is the type of authentication used by the majority, with Domain up about one-third. Source: eROI’s The Elements of Email
>>At Listrak’s Email Marketing Days, David Daniels of JupiterResearch said, “We’re going to get to the point very soon where ISPs will just dump the mail if it’s not authenticated.” Not authenticated yet? Consider this your wakeup call.

For more stats, read past Stat Source posts or visit eec silver sponsor EmailStatCenter.com. Also check out results from the eec’s latest Two-Click Survey.
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