MailerMailer has released Email Marketing Metrics Report, covering trends in the first half (H1) of 2006. The 28-page colorful report include colorful charts and tips to increase your email marketing campaign results.

Following are the summary of the report:

• Open rates — 19.10 percent. Overall open rates remained relatively steady, only declined slightly, compared to the last half of 2005.
• Click rates — 3.28 percent. Average click-through rates were also in line with the last half of 2005.
• Best days to send. Mondays, Tuesdays, and the weekends earned higher open and click rates.
• Subject lines. Email with shorter subject lines outperformed emails with longer subject lines.
• Personalization. Emails that used personalization received higher click and open rates.
• Deliverability. Overall bounce rates increased slightly in the first half of 2006.
• Number of recipients. In general, emails sent to fewer people were opened and clicked on more.

Comments

As with other report or study, average or industry numbers are just for reference. They vary from industry to another. There are too many factors that could make your list work better or worst.

One of the most useful lesson we could take from such report is to see the numbers as indicators of how well our campaigns went, and how we should expect them to perform in the next quarter or half.

[MailerMailer]