What is a good open rate for e-mail marketing?

MailerMailer released their 10th study about 6 months ago on e-mail open rates and some of the findings are worth thinking about.

As you can see in the chart below, the average unique open rate is dropping.  Image blocking, the increased use of mobile devices for e-mail and list fatigue were listed as key reasons for the drop.


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One of the more ponder worthy facts was that the day with the highest open and click rates is Sunday. (with Tuesday in 2nd) I found myself wondering if that's the day business people clean out their inbox to get ready for the week.

When they looked at open rates by industry, no surprise — medical was at the bottom of the barrel at 7.3%.  Sadly for me and my brethren — marketing was right there with the magic pills at 7.4%.  Ag had the highest at 25.3%.

E-mails with shorter subject lines were opened 52% more than the long-winded versions.

So…how might you tweak your e-mail strategy to take advantage of these results?  Here's what we're going to do with our weekly e-newsletter:

  • Stick with Tuesday deliveries
  • Shorten the subject lines
  • Keep sharing value and not being self promotional
  • Maybe mention a tractor or crop now and then! (not really!)

How about you?


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