May 25, 2006, 12:00 AM

Open and click-through rates rebound in first quarter

E-mail open and click-through rates rebounded dramatically during the first quarter from the fourth quarter of 2005, according to a new study from eRoi Inc., an e-mail service provider.

 

E-mail open and click-through rates rebounded dramatically during the first quarter from the fourth quarter of 2005, according to a new study from eRoi Inc., an e-mail service provider.

During the first quarter, the average open rate increased 40% and the average click rate rose 60%. That compares with the fourth quarter of 2005, when open rates dropped 29% from a year earlier and click rates dropped 21%.

The highest click-through rates were on Sunday (6.6%) and Tuesday (6.2%), followed by Wednesday (5.9%), Friday and Saturday (5.0%), Thursday (4.8%), and Monday (4.5%), according to eROI.

Tuesday recorded the highest open rate (26.4%), followed by Sunday (25.9%), Monday (25.2%), Friday (25.1%), Wednesday and Thursday (24.8%), and Saturday (24.1%), eROI said.

“It’s interesting to see the uptake in opens and clicks during the weekend,” said Jeff Mills, eROI e-mail analyst. “Much of this activity can be attributed to the massive drop off in activities after the holiday activities, people having more time to browse online, read e-mail and spend time as a family.”

Mailers with fewer than 5,000 recipients experienced better open and click rates on the weekend while mailers with lists of 100,000 had the best open and click rates on Monday, Tuesday and Wednesday.

The study also found that only 34% of marketers use behavioral data for segmentation and targeting while 66% use demographic information. Most marketers send newsletters (45%), while 26% mail product promotions and 24% send event announcements.

 

comments powered by Disqus

Advertisement

Advertisement

Advertisement

From IR Blogs

FPO

Bill Siwicki / Mobile Commerce

Want to be honored as one of the world’s best mobile retailers?

Mark Tuesday Nov. 4 on your calendar to attend a live-streaming event on tips for ...

FPO

Timothy Seward / E-Commerce

Amazon: relating to the behemoth

Learn what you can from Amazon, but don’t hand Jeff Bezos the keys to your ...

Advertisement