E-mail open rates drop at end of 2007: MailerMailer report

Share this content:

Seventy-four percent of the consumers who open an e-mail message do so within the first 24 hours, and in 48 hours that number rises to 83%, according to a new report by e-mail marketing firm MailerMailer.

The study, titled Email Marketing Metrics Report, measured more than 300 million e-mail messages sent by 3,200 of its e-mail clients across 21 different industries between July 1 and December 31, 2007.

Interestingly, the report also found that e-mail open rates continue to decline at a higher rate than previous years. The overall unique open rate for e-mails sent by MailerMailer customers in the last six months of 2007 declined more than 2%, from 16.11% at the beginning of 2007, to 13.98% during the last six months of 2007. According to the report, this period's drop was “possibly due to the proliferation of e-mails being viewed on handheld devices.”

However, click rates were not affected as strongly as open rates. Click rates for the last half of 2007 reached 2.9%, coming down only slightly from 3.18% in the first half of 2007.

Banking and finance saw the highest open rates, rising from 6.52% in the first half of the year to 6.98% in the second half.


Next Article in Email Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above