Metrics Report Reveals a Positive Response to Email Subject Line Personalization for the First Time

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Based on data from 1.4 billion emails, MailerMailer’s 13th Edition Email Marketing Metrics Report examines trends and statistics over the past year. This year’s report finds subject line personalization is well-received, Tuesday is the best day to send email, and much more.

Personalization of email subject lines generated a surprising increase of 8.8% in open rates over last year.”

MailerMailer released its 13th edition Email Marketing Metrics Report which highlights the latest trends, statistics, and benchmarks in email marketing. Data was compiled from over 1.4 billion opt-in email messages, comprising over 70,000 newsletter campaigns that were sent between January 1, 2012 and December 31, 2012. The report reveals the current trends in open, click, click-to-open, and bounce rates. These metrics are measured over 35 different industries, as well as cross-sectioned with scheduling, personalization, and subject lines.

New to the report this year is the click-to-open rate (CTOR), which is used to determine the effectiveness of email content. CTOR basically tells you: of the recipients who opened the email, how many clicked. Email campaigns with high CTORs indicate the design and offers within the message performed well. Recruitment and Staffing (48.7%), Security and Law Enforcement (39%), and Deals and Coupons (26.8%) scored the highest CTORs.

Personalization of email subject lines generated a surprising increase of 8.8% in open rates over last year. This unexpected trend may suggest recipients no longer suspect spammers of using this as a tactic to increase opens. Beyond personalization, short, tactful email subject lines enjoyed high open and click rates. In addition, the report found the most popular words used in subject lines conveyed special offers (free, sale, coupon) or time sensitivity (tonight, weekend, today).

Compared to years prior, open and click rate experienced an overall decline suggesting possible deliverability issues stemming from the growing use of engagement metrics. In terms of open and click rates by day, Tuesday boasts the highest open rates and second highest click rates compared to any other day. In addition, messages scheduled for delivery between 4pm and 10am produced the best response in terms of open and click rates.

Other notable findings include:

  •     About half (51.7%) of all opens occur within the first six hours after delivery
  •     Messages with the most number of links (21+) received the highest click rate of 2.8%.
  •     In general, emails were more likely to be opened during normal business hours (8am to 5pm).
  •     Mailing at least a few times per week kept average bounce rate to a minimum of 0.5%.

View the complete report at:

As trends change, email marketers must continuously refine their strategies to keep up. “Our goal is to provide organizations with solid benchmark statistics and clear evidence of industry trends so that they can make informed decisions about their own email marketing strategy,” says Raj Khera CEO and co-Founder of MailerMailer LLC.

About MailerMailer

MailerMailer is an award-winning do-it-yourself email marketing and list management provider. Featuring the latest email marketing technology, such as zip code radius targeting, image hosting, and fetch HTML from website feature, MailerMailer allows easy creation of professional email newsletters and campaigns. A free trial of this email newsletter service is available at

MailerMailer also powers, a next generation email marketing tool which includes a library of technology articles that IT consulting companies can use and edit to create their newsletters in minutes. Newsletter content is also automatically published to a personalized PrestoBlog saving time, money, and results in high client engagement.

About the Email Marketing Metrics Report

MailerMailer's Annual Email Marketing Metrics Report is an online, interactive report that illustrates current industry benchmarks, email marketing statistics and relevant industry trends. Using data collected for an entire year, the report provides benchmark statistics on click, open, and bounce rates among other valuable metrics. Since it was first produced in 2004, the Metrics Report has been recognized and awarded by several prominent organizations including, the Communicator Award, Magnum Opus, Apex and The American Business Awards who honored MailerMailer with a Stevies Award in 2011.

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