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Best Practices and Stats Decoded for 2015

Email marketing statistics and best practices vary greatly from one industry to the next. Each industry targets a different audience, and each report analyzes a distinct segment of the population. While there may not be a universal set of best practices, you can identify benchmarks that will guide you down the path to success.


Here are four key elements to consider when analyzing your email marketing strategy.

Open Rates
Groundbreaking content means nothing if no one is opening your emails. So what is a good open rate?

  • Constant Contact reports an average of 18 percent across all industries.
  • Optinmonster says between 20 and 25 percent.
  • MailChimp shows an average of approximately 22 percent specifically for the real estate industry.

Bonus stat: According to Movable Ink, 63 percent of all emails are opened on smartphones and tablets, so keep your emails mobile-friendly!

Click-Through Rates
Not every email is designed to generate a click-through response, and average click-through rates will vary based on your calls to action. According to Epsilon, industries see a range of 2.6 percent to 6.4 percent on average. If you’re ranking considerably lower, it may be time to re-evaluate your strategy.

Subject Line Length
Statistics on subject line length vary:

  • According to, subject lines with six to 10 words (or approximately 50 characters) score the highest open rates with 21 percent.
  • On the other end of the spectrum, Email Audience has found subject lines with more than 80 characters, especially those in the 100-character range, perform best. They reported a 115 percent increase in open rates compared to those with shorter subject lines.

These two results show that it’s a good idea to test subject line lengths with your audience to see what gives you the best results.

Send Day and Time
Which day and time will yield the best results for email marketing?

  • Thursdays between 8 a.m. and 9 a.m. (WordStream)
  • Saturdays and Sundays between 8 p.m. and 4 a.m. (Experian)
  • Tuesdays, Wednesdays and Thursdays from 2 p.m. to 5 p.m. (MailChimp)

The tricks to email marketing are running tests, comparing the numbers and getting to know what appeals to your unique audience.

Read more details about best practices on the OutboundEngine blog.

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