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What Makes an Email Successful

Posted on 7.28.2015

Constant Contact is shedding light on what makes up a successful email campaign, revealing that there are three factors that can make or break an email campaign, including what is put in the campaign (content), when the message is sent and who opens it.

According to the data, simple and concise content performs the best in today’s mobile-dominated world. What’s more, messages with 5-7 links tend to perform the best, and any additional links result in minimal additional click-throughs. The data also found that 20 lines of text and three or fewer images result in optimal click-through rates. That said, restaurants and spas see peak click-through rates at around 15 images.

When it comes to the best time to send emails in order to maximize open rates, Constant Contact found that it unsurprisingly depends on the industry. For instance, the best time for restaurants to send emails is at 7 a.m. on Monday, while hotels, inns and B&Bs are best to wait until Wednesday at 7 a.m. 

Lastly, Constant Contact took a look at subscribers, revealing that brands can rely on their ‘superfans’ to consistently be engaged with their email content. For instance, 38 percent of all opens come from just 5 percent of openers, while 51 percent of opens come from 10 percent of openers. Moreover, 33 percent of all click-throughs come from just 5 percent of clickers, while 44 percent of all click-throughs come from 10 percent of clickers.

Discover addition data by checking out Constant Contact’s infographic below:


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