MailerMailer E-Mail Study Finds Higher Open Rates in Personalization

E-mail marketing firm MailerMailer released findings about e-mail marketing practices that resulted in higher open rates in its E-mail Marketing Metrics Report.

The report by the Rockville, MD-firm was based on more than 200 million messages sent between Jan. 1 and June 30, this year and can be viewed at http://www.mailermailer.com/metrics/.

It compared e-mail performance by industry and found that e-mails using shorter subject lines, personalization and targeted, well-managed lists had higher open and click rates than average.

E-mails with subject lines of 35 characters or less had a twenty-four percent open rate, while those with longer subject lines were opened only seventeen percent of the time.

Recipients were more likely to open and click on e-mails that used personalized subject lines and messages. They earned significantly higher unique open rates, at 28 percent, and click rates, 6 percent compared to the average 19 percent and three percent.

In general, e-mails sent to less than 500 recipients were opened and clicked on more often than average.