Email Newsletter Deliverability Metrics

I send a monthly newsletter to my inboxFX clients (for past issues in pdf format click here) I have tried each day of the week and different times of day and the results have not changed dramatically. I have checked industry statistics and my 50% deliverability is considered to be a huge success.  It is interesting that when I resend the newsletter to the 50% who did not open it, my open rate is considerably less.  What does this tell me?  Some people do not take the time to open a newsletter regardless of who sends it.

If you are interested in subscribing to my newsletter which features a lot of marketing advice pease let me know and you can help me get m y open rate higher.

MailerMailer, is a web-based email list management service for creating and tracking opt-in newsletters and email campaigns. You can create and send personalized, targeted emails based on your subscribers’ interests and demographics. They recently released the results of their analysis of more than 350 million emails sent by 3,200 clients and this is what they found?Email Keys

How Soon Do People Open Their Email?
Much sooner than before! Nearly one- third, 32.26% be exact, of all opens occur within the first two hours compared 29.57% six months ago and 29.40% a year ago.

Open Rates
There was only a marginal decline in average open rate, now at 13.20%, compared 13.98% in second half of 2007, which was a refreshing surprise after seeing these numbers tank last year. Recipients are opening emails just a little sooner, too. About 75% of all opens occur within first 24 hours compared 74% last year. Open rates began declining in late 2004 as more people started using email programs that disable automatic image downloading by default.

Click Rates
Recipients continue click at about same rate they did six months prior, with click rates sliding down just by a hairline of 0.17% to 2.73%.

Best Days to Send
Sundays, yes Sundays, and Mondays still hold crown. Seems that a lot of us check email on Sunday nights prepare for upcoming week.

Subject Lines
Our newest chart shows a pretty convincing metric: in general, shorter better. But you really should test what works best with your audience and types of messages you send.

Personalized messages result in higher click rates, but now get lower open rates, probably because so many spammers use as a trick get people open messages we are now conditioned not open personalized emails.

Bounce rates dropped again half, meaning more messages are getting delivered.

Number of Recipients
Emails sent fewer people were opened and clicked on more, just like in previous years. A smaller list size does not directly affect open and click results. However, mailings smaller lists may be targeted better, contain more relevant content, or have more recent subscribers.

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One Comment Add yours

  1. Raj Khera says:

    Mike, thanks for your post about our report. If your readers would like to see the full report with all of the charts, they can access it at Especially interesting is the subject line test we ran on page 13.

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