Email Open and Click Rates Skyrocketed in Q1’06, Peaked on Weekends

May 17 2006

We (eROI) just released our Q1’06 Email Statistics & Survey Study. During Q1’06, we saw dramatically different statistics when compared to Q4’05. For example, Q1 2006 gave us a huge uptake in weekend activity as well a massive upswing in open and click rates with increases of 40% and 60%, respectively.

It is especially interesting to see a large increase in opens and clicks during the weekend. Much of this activity can be attributed to the massive drop off in activities after the holidays, giving people more time to browse online and open and follow up on email. However, this quarter has presented us with some unexplained reactions. Normally, we see higher open and click rates on days with lower volume, such as on Sunday in the chart below, but at the same time we see the highest percentage of open rates take place on the day with the most email sent. What does this mean? Good subject lines and good creative get good results, bad creative and bad subject lines perform poorly. Don’t forget to download our detailed eROI Q1’06 Email Report.