Survey finds email failure rate a staggering 97 per cent

Survey finds email failure rate a staggering 97 per cent


Whilst the growth of Social Media continues to show no sign of slowing down, the good old email is still a major player of any media relations or marketing campaign.

Whatever your view of it, email isn’t set to disappear in the near future, so with this in mind some new research on email open rates and click-through numbers, from email software provider GetResponse has provided some very noteworthy data.
They analysed more than 21 million emails sent by clients and whilst it’s easy to get bogged down in numbers, what was the most interesting is that nearly a quarter, 23.63 percent of all emails are opened within the first hour and that number drops off precipitously as the hours tick by.

Currently most emails are sent between 6am and noon, and not surprisingly the least amount occur when the vast majority of us are tucked up in bed between midnight and 6am.
The hours that see the most click-throughs are 8am and 9 am, and 3pm. and 8pm, whilst the hours that see the most opens are 8am and 9am., and 3pm and 4pm.

Needless to say the best time to send emails is when customers are reviewing their inboxes so for the best open and click rates choose morning and early afternoon.


For those of you embarking on email campaigns, it is worth knowing from general data across the web click through rates tend to be just over 3 per cent, and the open rate is just over 20 per cent.


So if you are still using email as a strategy it is worth remembering more than ever that it is a real numbers game and a big numbers game.


Your emails have a 97 per cent of failure, so play big numbers and above all else when they do open it make sure that what you have got to say will grab the reader by the throat.


The old saying goes that the Devil is in the detail. It’s so true and more so than ever nowadays when we all have to do lists as long as our arms.


People are busy and although you may think what you have to say is the most important message in the world, very few will agree.


All the best campaigns are by those who have planned the campaign meticulously and as this new survey shows there is a science in almost everything.