This infographic highlights research from email marketing service provider Constant Contact illustrating the elements of successful email campaigns.
Retailers last year saw very little difference in email open and visit-to-conversion rates when sorting by weekday and weekend deployments.
Open rates are pretty steady for B2B, hovering around 30%.
Open rate was far and away the most common metric for determining the best subject line, used by around eight in 10 marketers.
Open rates are gradually climbing while click rates take the opposite direction.
Open rates tended to be highest for emails scheduled in the evening hours, and lowest for those scheduled in the early morning and during traditional work hours.
Email open rates declined on a quarter-over-quarter basis in Q2 to 30.8%, although they remain up from the year-earlier period (28.5%).
Email newsletters with short subject lines of between 4-15 characters sported the best open rates last year.
Emails sent during the nighttime hours of 8pm to 12am saw the highest unique open rates, click rates, transaction rates and revenue per email.
Saturday had the highest open rates and average order sizes compared with all other days.