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BizReport : Email Marketing : October 25, 2007

Email open and click-through rates decline in 2007

A new report gives marketers valuable insights into email marketing along with benchmark data to give them a better idea of how well they are doing compared to others.

by Helen Leggatt’s latest Email Marketing Metrics Report looks at how subject lines and personalization affect open and click-through rates.

In particular, the report found that subject lines containing 35 characters or less are 28 percent more likely to be opened.

“Subject lines and the sender’s “From” email address are key,” said MailerMailer CEO Raj Khera. “Though you may have the most engaging content within your newsletter, your subject line and trustworthy sender email address are the hooks that draw your readers in.”

The best time of the week to achieve high click-through rates is either Monday or Tuesday, and personalization dramatically increased open rates. Personalized subject lines increased open rates by 18 percent and click-through rates by 5 percent.

Overall, the report found that current open rates are down 3 percent on the same period last year (Jan – June). An increase in the use of email software that blocks images is partly to blame.

Tags: click-through rates, email marketing, open rates

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