Email Marketing Metrics Report Reveals 74% of All Opens Occur Within 24 Hours

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Email marketers can see a snapshot of the current state of affairs in the industry by checking out the latest Email Marketing Metrics Report. The report analyzes over 300 million permission-based messages from 21 different industries and reveals fresh facts and trends such as the significance of the first 24 hours.


Businesses that send email newsletters can use these industry benchmarks to enhance their online marketing campaigns

The new MailerMailer Email Marketing Metrics Report provides the latest insight into the world of email marketing. It contains practical tips and the most up-to-date statistical trends in the industry.

Over 300 million email messages from over 3,200 permission-based senders across 21 different industries was collected between July 1and December 31, 2007 for the compilation of this report. This detailed 29-page analysis contains over 60 unique charts and graphs and can be downloaded for free at:

This study found that 73.6 percent of the people who will open an email message do so within the first 24 hours. In 48 hours, that number rises to over 83 percent signifying that 17 percent will open it after the initial two day period.

Another notable finding is that email open rates continue to decline at a higher rate than previous years. However, this only had a marginal effect on click rates. Click rates still remain in line with previous year averages, signaling users have not stopped reading messages. The proliferation of hand held devices that omit images when viewing email messages may be a factor in causing reported open rates to decline.

The Banking and Finance industry continue to achieve the highest open rates, actually increasing since MailerMailer's last report, while the Healthcare industry dropped to the bottom of the list.

In addition, this report provides the latest email marketing statistics such as:

  • Which industries experienced the highest percentage of open rates
  • Who earned the highest click-through rates
  • How frequent to send emails for optimum deliverability
  • How email format affects click rates

"Businesses that send email newsletters can use these industry benchmarks to enhance their online marketing campaigns," says MailerMailer CEO Raj Khera. "Email marketers will have a greater awareness of the email environment they are operating in, as well as greater knowledge of audience behavior."

For additional information, or to comment or provide feedback, readers can participate in the discussion on MailerMailer's blog at

MailerMailer is a web-based email list management service for creating and tracking opt-in newsletters and email campaigns. Create and send personalized, targeted emails based on your subscribers' interests and demographics. This low-cost, do-it-yourself service automates email list set up and maintenance and includes templates for easy management. Visit for more information and a free trial.


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Margaret Lahey
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