Email Marketing: The First 48 Hours Are Critical
By Raj Khera
The next time you broadcast a permission-based
email to your customers, members or newsletter
subscribers, monitor your response for the next
That's when the vast majority?a80%?aof those
who would open your message will actually
open it, according to the results of our recent
study. What's more, 95% of people who read
your message do so within six days of your
The "Email Marketing Use and Trends
Report: H1 2004" shows performance by
industry for the first half of 2004, based
on over 70 million opt-in email messages sent
by MailerMailer customers. It includes delivery/bounce
rates, unique open rates, click-through rates
by industry; open and click rates by day of
the week; and the effect of personalized subject
lines and messages on open and click rates.
An email message may bounce if a subscriber
changes his or her email address without notifying
you, if it is inadvertently flagged as spam
or if the receiving server is down. For all
industries, the average bounce rate for customers'
first five mailings was 6.60%. For subsequent
mailings, after bad addresses were removed,
it went down to 3.59%.
These industries had the lowest bounce rate
(and therefore highest delivery rates) for
their first five mailings: government (2.41%),
wholesale (3.80%), and real estate (4.19%).
These industries had the lowest bounce rates
for subsequent emails: religious (1.73%),
marketing (1.94%), and manufacturing (1.97%).
Unique Open Rates
As previously noted, the report shows that
over 80% of emails that were opened were opened
within 48 hours after delivery. By the sixth
day, 95% of all emails that would be opened
were opened. The average unique open rate
for all industries was 26.65%.
The industries with the greatest open rates
were government (53.74%), telecommunications
(47.86%) and banking (44.78%). Emails sent
on Mondays had the highest open rates, followed
closely by emails sent on Tuesdays.
The average click-through rate?aor percentage
of emails containing links that were clicked
on?afor all industries, was 4.27%. Industries
that received the highest click rates in H1
2004 were government (10.38%), manufacturing
(8.90%), and retail (8.68%).
Although fewer emails were sent on the weekends,
those that were sent on Sundays and Saturdays
received slightly more clicks than average
(5.54% on Sundays, 5.11% on Saturdays). Emails
with personalized subject lines were opened
more often (32.49%, compared with 26.65%)
than emails with personalized messages only
or no personalization, and they also received
higher click rates (8.45%, compared with 4.27%).