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The open rate of any given email can vary based on a number of variables. For example, the type of industry the email is being sent to. [9] In addition, the day and time an email is scheduled or sent to recipients can have an effect on email open rate. [10] [11] The length of an email's subject line can also affect whether or not it is opened. [12]
The insights provided by consumer response to email marketing help businesses and organizations understand and make use of consumer behavior. [ 8 ] Almost half of American Internet users check or send email on a typical day, [ 9 ] with emails delivered between 1 am and 5 am local time outperforming those sent at other times in open and click rates.
A U.S. National Agricultural Statistics Service statistician explains response rate data at a 2017 briefing to clarify the context of crop production data. In survey research, response rate, also known as completion rate or return rate, is the number of people who answered the survey divided by the number of people in the sample.
In each case a separate tracking event is recorded by the system. These response events accumulate over time in a database, enabling the email marketing software to report metrics such as open-rate and click-through rate. Email marketing users can view reports on both aggregate response statistics and individual response over time.
Click-through rate (CTR) is the ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns.
Frequency capping is often cited as a way to avoid banner burnout, the point where visitors are being overexposed and response drops. [9] This may be true for direct-response campaigns whose effectiveness is measured in click-throughs, but it might run counter to campaigns whose goal is brand awareness, as measured by non-click activity.
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