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Email Newsletter Performance by Time Sent and Subject Line Length

by Ayaz Nanji  |  
November 10, 2014

Email newsletters that arrived in consumers' inboxes on Monday had the highest open rates on average last year, according to a recent report from MailerMailer.

The report, which was based on data from 62,000 US newsletter campaigns sent in 2013, found that emails arriving on Monday had a 12% average open rate in the first half of the year and a 12.9% open rate in the second half.

Emails arriving on Tuesday had the second-highest average open rate in the first half of the year, and Friday took the second-place spot in the second half.

The weekends accounted for the lowest open rates in 1H13, with 9.9% on Saturday and 10.3% on Sunday. In the second half of the year, the lowest open rates occurred on Sunday (9.6%) and Thursday (11.5%).

However, though open rates were relatively low on Sundays, clickthrough rates were high. Sunday had the highest average CTR in 1H13 (2.2%) and tied with Tuesday for the second-highest rate in 2H13 (2.1%).

Saturday had the lowest average click rate in 1H13 (1%); Monday and Wednesday tied for the lowest rate in 2H13 (1.7%).

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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by Robert Rebholz Mon Nov 10, 2014 via web

    On the length of the subject line, is the length really in characters and not words? How can one say anything in 4 - 15 characters?

  • by Like This Thu Nov 13, 2014 via mobile

    Be Succinct

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