Email Engagement Report – Q2 2022

The graph below illustrates how metrics are trending for overall deployments from Q2 2021 through Q2 2022. Note that Apple MPP was released in late Q3 2021.

(Includes digital magazines & newsletters)

Unique Open Rate: 31.81%   |  Unique Click Rate: 1.97%  | Unique CTR: 6.19%

(Includes advertiser promotion, audience promotion, marketing, third party and white papers)

Unique Open Rate: 31.02%   |  Unique Click Rate: 0.77%  | Unique CTR: 2.47%

(Includes events, live conferences, virtual conferences and webinars)

Unique Open Rate: 28.03%   |  Unique Click Rate: 0.63%  | Unique CTR: 2.23%

(Includes reader service, research and surveys)

Unique Open Rate: 30.69%   |  Unique Click Rate: 0.88%  | Unique CTR: 2.86%

(Includes any communications that don’t fit into the other deployment categories)

Unique Open Rate: 29.31%   |  Unique Click Rate: 0.85%  | Unique CTR: 2.91%

With the volatility seen in these email metrics, it’s easy to feel a little annoyed at the lack of clarity in email performance. Fortunately, Omeda provides native functionality to make sure your click performance is portrayed as accurately as possible.

Omeda looks for 10 markers of clickbots and automatically removes them from reports (and offending clicks can be viewed separately). The chart below outlines the 10 markers we look for and which clicks we remove.

Given the sheer amount of data – all 7.8 billion emails and their individual performance metrics – in our database, we break down what it takes to get the best performance out of each send. This matrix compares each type of send along with the top click rate by day (thanks to our data master, Harold, for pulling this report together!).

We looked at over 136,000 email campaigns covering over 3.9 billion emails delivered. The most successful subject line length, with a 43% open rate, was 15 characters. This has one big caveat: most was from one client who was consistent with the time of their sends, only sent to opt-ins, and sent content that was pertinent to their audience. We’ve removed this star client’s deployments from the below dataset, but you can still see that shorter is better.

The Omeda marketing team tested this theory. We wondered if longer, more detailed subject lines would pique interest over shorter, bland ones for our newsletter. In the end, our winning subject line was “Omeda Newsletter” – beating out every phrase and all the top subject line keywords we tested. In the end, after testing longer and shorter phrases on other types of emails, what we found is simple: subject lines that are short, concise and specific are most successful.

The data in the chart below shows that open rates start to go back up in the 175-224 character range, though not to the level of subject lines that are less than 20 characters. We recommend testing different lengths to see what resonates with your audience. When running your own subject line tests, keep in mind that most email clients only show part of the subject line, often just a dozen characters. It’s also important to optimize your subject lines for mobile viewing, especially when most mobile apps will only display about 30 characters of your subject line. Hypothesize accordingly and A/B test as much as you can.

A lot of success can boil down to two factors: which day of week to send an email and the best length for a subject line. As always, test send days and subject lines yourself – and if you haven’t been sending your marketing emails on Wednesday or your webinar emails on Friday, definitely try switching things up.

Another way to find success? Only send to opt-ins. By focusing on segments who actively chose to receive your content, you ensure your metrics will always beat our benchmarks.