Home  › Email › Email Marketing

E-mail Open Rates Peak on Friday

  |  January 26, 2006   |  Comments

E-mail campaigns buried consumers in the last quarter, though fewer Friday e-mails on allowed recipients to dig out marketers’ messages.

Open rates on marketing email and newsletters dipped in Q4 of 2005, according to the "Q4 2005 E-mail Statistics" report released by eROI.

From the Q3 to Q4 2005, open rates dropped 29 percent. Click rates fell 21 percent in the same period. The report speculates image blocking in Gmail, Outlook 2003 and other email clients chipped away at open rates. The sheer volume of email received over the holidays is another factor considered by the e-marketing agency.

The study finds Friday to be the best day to send email. The past two quarters show a tendency for higher open and click rates on Friday. Tuesday gets the second-highest open rate, with Thursday earning the second-highest clickthrough rates.

E-Mail Read and Click-Through Rates by Day of the Week, Q4 2005
Sent Open (%) Click (%)
Sunday 5,011,265 14.7 3.5
Monday 23,303,132 14.3 2.7
Tuesday 19,891,083 20.8 3.7
Wednesday 22,220,590 19.5 3.6
Thursday 21,565,988 20.0 3.7
Friday 16,313,851 21.0 4.0
Saturday 3,493,336 13.0 2.5
Source: eROI Inc., 2006

"The day descent has been a moving target every quarter," said Ryan Buchanan, president and CEO of eROI. "What we are seeing in this trend is that business-to-consumer emails…performed better on Friday."

E-mail volume may have some correlation to open and click rates. Excluding the weekends, fewer emails were sent on Friday than any other day of the week. The highest volume fell on Monday, with 23.3 million messages. On Friday, the firm’s clients sent an average 16.3 million.

E-Mail Statistics by Day of Week Q3 and Q4 2005
Click on graphic to view chart
Buchanan considers email volume when discussing open rates. "There wasn’t as much email on Fridays, compared to other days," said Buchanan. "Basically, people were getting inundated."

Targeted messages see better results. Micro-mailers, or lists with under 5,000 recipients, enjoy open rates of at least 40 percent; and click rates between seven percent and 11 percent. Buchanan recommends formulating more targeted lists for campaigns during the traditional planning month of January.

"As marketers plan out their 2006 email campaigns, we should think about segmenting our lists," said Buchanan. "As marketers, we hopefully have more than just an email address on the customer list. If we have an idea of what our customers are interested in, we should use that information. E-mail campaigns are statistically proven to perform better if they’re getting more relevant resource information based on their interests and preferences."

The Q4 E-mail Statistics report is the sixth quarterly report published by eROI. Data are taken from email campaigns sent by the company throughout the course of the quarter.

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!

ABOUT THE AUTHOR

Enid Burns

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Email newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

WEBINARS

Resources

Jobs

    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...
    • Paid Search Account Manager
      Paid Search Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring an experienced Paid Search Account Manager to...