April 23, 2014

Latest Info on Email Newsletter Open Rates, Clicks and What Works

According to MailerMailer's Email Marketing Metrics Report, email newsletters with short subject lines – no more than 15 characters – generate the highest open and click-through rates.

Based on an analysis of 1.4 billion emails sent in 2012, the report studied email open rates across 35 different industries, including legal. Here are the findings:

When it comes to click-through rates, the legal industry standard was 1.1%, which is not the lowest median rate across industries, but is in the lower third. The report also found that click rates increase with the number of links in an email:

Scheduling also has an effect on open and click rates. While Tuesdays and Wednesdays yielded the highest open rates, Sundays delivered the highest click rates. When it comes to time of day, the study found that messages delivered between the early evening and early morning had both better open and click rates.

Overall, the report concluded that:

  • Declining open and click rates may be due in part to the growing use of engagement metrics.
  • Recipients may check their messages at separate times from when they actually engage with them.
  • Personalization appears to be experiencing a comeback, perhaps related to the rise of predictive marketing.
  • Tuesday may be considered the most successful day in terms of overall recipient activity. It boasts the highest open rates and second highest click rates.
  • Sending more frequently resulted in a lower average bounce per send.
  • Messages scheduled for delivery between 4pm and 10am produced the best response in terms of highest open and click rates.
© The Rainmaker Institute, All Rights Reserved

About the Author

Stephen Fairley legal marketing expert, law office management

Stephen is the CEO of The Rainmaker Institute, the nation's largest law firm marketing  company specializing in lead conversion for small law firms and solo practitioners. Over 8,000 attorneys nationwide have benefited from learning and implementing the proven Rainmaker Marketing System.

A nationally recognized...


Boost: AJAX core statistics

Legal Disclaimer

You are responsible for reading, understanding and agreeing to the National Law Review's (NLR’s) and the National Law Forum LLC's  Terms of Use and Privacy Policy before using the National Law Review website. The National Law Review is a free to use, no-log in database of legal and business articles. The content and links on are intended for general information purposes only. Any legal analysis, legislative updates or other content and links should not be construed as legal or professional advice or a substitute for such advice. No attorney-client or confidential relationship is formed by the transmission of information between you and the National Law Review website or any of the law firms, attorneys or other professionals or organizations who include content on the National Law Review website. If you require legal or professional advice, kindly contact an at