MailerMailer's latest Email Marketing Metrics Report (pdf) takes a look at open and clickthrough rates, the best days of the week to send emails and how personalisation and subject lines can affect open rates.

It finds that emails with subject lines of 35 characters or less are 28% more likely to be opened, and that open rates have declined overall so far this year.

Other highlights include:

  • Open rates
    Open rates declined to 16.11% in the first six months of 2007, down 3% from the same period last year - something the report blames on the increased use of email programs that don't automatically download images.
  • Click rates
    These have remained more or less constant, at 3.18%, compared to 3.28% a year ago. They were highest for banking/finance (6.52%) and retail (6.3%), while the entertainment industry had the lowest click rates(1.29%).
  • Open/click rates by day
    Early in the week is best, according to the survey. Emails sent on Mondays achieved the highest open and click rates, followed by Tuesdays.
  • Personalisation
    Using personalised subject lines increased open and click rates - average rates were 18% and 5.02% respectively, compared with 15.86% and 2.09% for emails without personalisation.

MailerMailer looked at around 270m million opt-in email newsletters and campaigns sent by over 3,000 of its customers for the report.

Related articles:
Retailers getting better at email marketing - survey
Business benefits of email marketing

Related research:
Email Marketing Platforms Buyer's Guide 2007 

Graham Charlton

Published 24 October, 2007 by Graham Charlton

Graham Charlton is the former Editor-in-Chief at Econsultancy. Follow him on Twitter or connect via Linkedin or Google+

2565 more posts from this author

You might be interested in

Comments (1)


Raj Khera

Thanks for posting a note referencing our latest email marketing metrics report,

Testing your email messages using different parameters is also pretty important. While our report documented general trends, you should test to see if something works better. Example: if you are in the entertainment business, sending your message on Fridays might work better because that's when many people think about their weekend plans.

We periodically post other tips in our blog at in case you or your readers are interested.

All the best,

Raj Khera
CEO MailerMailer

over 10 years ago

Save or Cancel

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Digital Pulse newsletter. You will receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.