Excerpt from: The INSIGHT Blog
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| March 25, 2008 | | A recent report released by an e-mail list management company shows that open rates are on the decline, which certainly isn't a good thing for e-mail marketers. | Ryan Moss
Research Analyst
After you design and send out your e-mail marketing campaign, your hands are tied and it is up to your subscribers as to whether or not they open your message. According to information released by MailerMailer, an e-mail list management company, open rates for e-mail marketing campaigns declined during the second half of 2007. Keep in mind that MailerMailer only used its' own data and didn't compare with other e-mail marketing companies.
The company also reported on email aspects that contributed to a positive open rate, for instance e-mails that had shorter subject lines were consistently opened more often then e-mails with longer subject lines. Also, open rates were found to be the highest on Mondays, Tuesdays, and the weekends.
In addition to reporting on open rates, MailerMailer also released data on click-throughs. The company found that the percentage of links clicked on also decreased during the second half of 2007. See the chart below for MailerMailer's Open and Click Rates Worldwide By Level of Personalization for both parts of 2007.
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