Email Open and Click Way Up in Early 2006
According to online marketing firm eROI, summarized by marketingvox.com, in the first quarter of 2006 the best email open and click rates were on weekends. Additionally, open and click rates increased significantly in the first quarter, compared with rates for Q4 2005. 40 percent and 60 percent increases in 2006, compared with 29 percent and 21 percent in 4th Q 2005. The study didn't take a position on the reasons for the increase, but opined that "Good subject lines and good creative get good results, bad creative and bad subject lines perform poorly." They go on to conclude that " the important takeaway here is... which day is best for the goal of your email."
The highest click rates in the first quarter, notes the summary, were on Sundays at 6.6 percent, when the open rates were 25.9 percent, the second-highest open rate for the week. Tuesdays had the highest open rates at 26.4 percent, and the second-highest click rate, at 6.2 percent. According to the eRoi April 2006 survey of email marketers, 83 percent of marketers see a significant increase in their lists from this time last year.
|
First Quarter 2006 Click and Open Rates |
|||
|
|
Sent |
Open |
Click |
|
Sunday |
3,623,215 |
25.9% |
6.6% |
|
Monday |
10,741,952 |
25.2 |
4.5 |
|
Tuesday |
18,207,620 |
26.4 |
6.2 |
|
Wednesday |
17,475,817 |
24.8 |
5.9 |
|
Thursday |
15,367,549 |
24.8 |
4.8 |
|
Friday |
14,842,879 |
25.1 |
5.0 |
|
Saturday |
2,047,889 |
24.1 |
5.0 |
|
Source: eROI, May 2006 |
|||
It is especially interesting, says eROI, to see a large increase in opens and clicks during the weekend. Much of this activity can be attributed to the massive drop off in activities after the holidays.And, in lists with more than 25,000 recipients, sending is much more sporadic when compared to smaller list sizes.
For the release and access to the complete PDF report, please go here.
JACK LOECHNER
Center for Media Research
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