Click rates highest in the morning: Report

According to a report by MailerMailer, most people tend to open emails between seven and ten in the morning.

Below are other findings from the July 2011 Email Marketing Metrics Report.

• Subject Lines: Emails with shorter subject lines tend to outperform those with longer lines: Subject lines with 4-15 characters generated a 14.1% open rate, whereas those containing 51 or more characters had the least amount of opened emails (9.9%). The highest click rates were generated by emails with subject lines between 16 and 27 characters long (4%). 
• Bounces by mailing frequency: Marketers who send emails more frequently garner fewer bounces. Emails that were sent to subscribers less than once a month (5.1%) generated the highest bounce rate. Emails that were sent more frequently, like once a day or more, registered the smallest bounce rate (0.4%).
• Personalisation: Personalised emails (ie personalisation in the actual message) registered an average open rate of 12.6%, compared with those containing only a personalised subject line (4.1%). Click-rate trends closely mirror open-rate trends: Messages that contained a personalised subject line only generated a 0.8% click rate, whereas personalisation in the message portion of the email generated a 3% click rate. 
• The survey also found that emails are typically opened during the morning hours of 7am and 10am. During that period, email open rates maintain a steady climb until noon, at which point, open rates begin to slowly decline.

The survey found that the average overall unique click rate at the end of 2010 was 2.9%, up from 1.6% one year earlier. Similar to open rates, click rates registered a decline from the first half to the second half of 2010.

The positive click-rate trend indicates that businesses are maintaining their database and ensuring links work properly. It also indicates that they are becoming savvier overall with how they create, design, and distribute their email campaigns. In addition, an increase in the click-rate trend may indicate that messages are becoming more relevant and contain clearer calls-to-action messaging.

If you would like more information about email marketing and how it can help your business, speak to one of the marketing consultants at TA Fastrack today on 07 3040 3588. TA Fastrack can assist you with setting up an email template and email marketing campaign.