Report: Email open rates drop end '07

Between July 1 and December 31, 2007, email open rates decreased, falling more than 2% from 16.11% at the start of 2007, to 13.98% according to MailerMailer’s Email Marketing Metrics Report.

Click rates also dropped but only from 3.18% to 2.9%, showing that consumers are still reading email messages. Some of this drop could be due to the increase in mobile devices that omit graphics in emails.

This leads to another metric served up by MailerMailer in their recent report – the number of opens that occur within the first 24 hours.

It turns out that, based on analysis of more than 300 million email messages sent by 3,200 of MailerMailer’s clients, almost three quarters of those who are going to open an email will do so within the first 24 hours. Within 48 hours, over 83% will have done so. The remaining 17% opened emails after 2 days.

The reasons for the differences in when opens occur are numerous. Many will prioritize which content they consume first, saving some to peruse at their leisure at a later date.

MailerMailer’s report can be downloaded for free from their website.

Tags: click rates, email marketing, open rates