Trends in the global average email newsletter open rate
Looking at these metrics, we can see some trends that relate to what has happened over the past year. For example, the education industry had the highest open rate at 28.5% and click rate at 4.4%.
This makes! sense, as educational institutions have had to communicate with students and parents more than ever before about COVID-19 policies and more.
The previous year (2020), government belize phone number library agencies had the highest open rates, which is understandable given that it is a US presidential election year.
The retail industry has some interesting results. The lowest open rate of any industry, 17.1%, actually marked the largest increase of 4.5% year-over-year. Real Estate & Construction had the highest response rate, 17.2%, no doubt due to the real estate boom that year.
Understanding Apple’s MPP (Mail Privacy Protection)
The change! in average open rate (up 3.5% year-over-year) and response rate (down 3.6%) across all industries is actually quite significant.
Following the trend of cookie regulation, the new privacy feature MPP (Mail Privacy Protection) released by Apple in September 2021 gives users more control over the data they receive.
By pre-fetching (or downloading) real-time bidding terms to know the email and its images (including the tracking pixel for each email), you effectively negate tracking of open rates.
This allows MPP to mark the email as opened, ultimately increasing open rates for each user who opts into the new feature.
In fact, when the developer beta of iOS15 was released on June 7, the open rate increased slightly. Furthermore, when the public beta was released on June 30 and iOS15 was released to the public on September 20, the open rate increased significantly.
Marketers should be aware that the more users enable this feature, the greater the likelihood that open rates will be biased upwards.
Relationship between email newsletter open rate (click rate) and day of the week
Next, let’s look at the relationship between email newsletter open rates (click rates) and days of the week using the global average data from the same report.
When we break down the data by day of the week, email performance doesn’t seem to vary too dramatically, with weekdays email leads database tending to perform better overall and weekends seeing the lowest levels of engagement.
The summary of the tally is as follows:
[Email open rate]
- Highest day of the week: Monday (22.0%)
- Lowest day of the week: Sunday (20.3%)
[Click-through rate]
- Highest day of the week: Tuesday (2.4%)
- Lowest days: Saturday and Sunday (2.1%)
[Response rate]
- Highest day of the week: Tuesday (10.8%)
- Lowest days: Friday, Saturday, Sunday (10.1%)
[Email delivery unsubscribe rate]
(0.1%)
Here is a chart showing all the days of the week and their engagement for your reference.
