Email Marketing Metrics Examined

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Email marketing service provider MailerMailer released its tenth Email Marketing Metrics Report and it contains some valuable information about recent open rate trends (based on industry and list size) which will prove immensely valuable to online marketers. 

Interesting findings in the report include: 

- Overall unique open rate has decreased to 11.2% over the past year
- Open and click rates are the highest on Sundays
- Subject lines of 35 characters or less tend to receive 52% higher open rates
- Bounce rates can drop below 1% as mailing frequency increases
- Personalized messages get about 7% higher open rates
- 75.8% of total opens are expected in the first 24 hours

"Email marketing is a great business tool because of the ability to track your success," say CEO Raj Khera. "This report gives professionals the information they need to gauge performance and determine what improvements will lead to better performing email campaigns."

 
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3 comments

GlebE 07-20-2010 11:49 AM

Have to remember this 35 chars limit for subject lines!

Thanks for the great tip....

Gleb

Dror Zaifman 07-21-2010 12:20 AM

It's interesting that the unique open rate has decreased to 11.2% over the past year.

It's my opinion that most likely the reason for this is because people are getting more emails in their inbox that they are less likely to open emails that they would have a year ago. For someone to open an email it really has to stand out and get their attention more so today then in the past.

The moral of the story is have relevant content which the subscriber signed up for with attention grabbing subject lines.

MelindaV 07-24-2010 1:12 PM

The art and science behind subject lines is fascinating. Appreciate the results showing shorter is better. I thought your readers might find this blog's details about subject lines useful, too: rapiers.typepad.com/.../subjectlines.html

Thanks for a great report - info is nicely organized and layed out, too!

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