Our perspective at VantagePoint

How do your e-newsletter campaigns stack up?

Each year, MailerMailer releases their Email Marketing Metrics Report, which reveals data pulled from 1.4 billion opt-in e-newsletters.   Below are some key findings and statistics from 2012 — and what you should be taking away from them.

Distribution Timing

  • Open rate peaked during Tuesdays and Wednesdays in the first 6 months of 2012, at 10.7%.   During the second half of the year, Tuesdays were the peak day at 10.6%.
  • On the other hand, Sundays had the highest click-through rates throughout the entire year, averaging 2.4%.
  • Overall, messages delivered between early evening and early morning saw better open rates.
  • The worst time for open rates was for messages delivered at 12 pm.
  • Open rates climbed rapidly from 4 am until 10 am, then steadily declined the rest of the day.
  • Generally speaking, emails were more likely to be opened during business hours — 8 am to 5 pm.

Takeaways:   What day, and specifically what time, an e-newsletter is sent has a HUGE impact on whether or not the recipient is likely to open your newsletter and click through. If you aren’t already, it’s a wise idea to start factoring in these variables to your e-newsletter distribution strategy.

Open Rates/Interaction

  • E-newsletter campaigns distributed in the first half of 2012 averaged a 9.7% open rate, with those sent in the second half of the year averaging 10.0%.
  • Open rate peaked in the first hour following delivery, then declined quickly over the next 19 hours.
  • Furthermore, slightly over half of all opens occurred sometime within the initial 6 hours following delivery. 18 hours after delivery, three quarters of all opens had occurred.

Takeaways:   Recipients seem to make up their mind very quickly about whether or not they’re going to open your email. If it doesn’t happen within a few hours of delivery, recipients aren’t likely to go back and open the email later. For this reason, it’s critical to nail an attention-grabbing subject line or risk getting lost in the steady stream of emails your recipient will receive that day.

Now, I’m not suggesting that everyone should distribute their e-newsletters only on Tuesdays, or only during the early morning hours, etc.  However, being aware of these trends can help your agency or company make smart decisions when it comes to your e-newsletter strategy.

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