Email click through rates dropped significantly last year, while personalized content in the body of the email was seen to get better results than personalized subject lines, according to a study by marketing automation developer GetResponse.
Emails with personalized subject lines actually get lower open rates (18.79%) than those with generic ones (22.14%). This trend holds true for click through as well. The personalized subject line click through rate was 1.74% versus 2.74%. On the other hand, personalization in the body of the email got much better open and click through rates (23.4% and 3.18%) compared to generic text (20.59% and 2.4%).
Average click-through rates dropped from 3.43% in 2020 to 2.13% last year, while average open rates remained essentially unchanged (22.15% versus 22.02%). This last is especially interesting as it was expected Apple's opt-in policy would hurt opening rates. Overall the report found:
- The average email open rate is 19.66%
- The average email click-through rate is 2.02%
- The average email click-to-open rate is 9.94%
- The average email unsubscribe rate is 0.11%
- The average email spam complaint rate is 0.01%
- The average email bounce rate is 2.76%
The difference in open rates is really surprising here. Does anybody have any tips for killer email subject lines? What does and doesn't work for your campaigns?