Italy: click-to-open rate of newsletters 2018, by B2C industry

In Italy, the marketing tool of online newsletters was used across different industries, although with different performances. Data from MailUp for 2018 showed that users receiving newsletters clicked more frequently on the e-mail, if the message was sent by finance, insurance, or banking companies. The click-to-open rate (CTOR) of this B2C industry was 18 percent. Among the business-to-consumer industries, the gaming sector reported the second highest CTOR, with 17 percent.

Opening and reading newsletters

  The click-to-open rate indicated the share of active readers who reacted to the message. Generally, the interest of newsletters readers seemed to be higher in the B2C sector than in the B2B one. Data from 2018 related to the Italian market showed lower click-to-open rates across most B2B industries. Additionally, in the newsletters volume analyzed by the source, a significant gap could be observed between click-to-open and opening rates. B2C opening rates were between roughly 11 and 42 percent, depending on the industry. Such discrepancy was also because users could mark the newsletters as read, even if they did not read through them.

The shorter, the better

Moreover, statistical data gathered in Italy indicated that the subject line of newsletters impacted the opening rate directly. In fact, the shorter the reported subject was, the higher was the opening rate. Regardless of the industry and the type of reader, subject lines between ten and twenty characters resulted in an opening rate of 35.5 percent, while longer subjects between 70 and 80 characters reported an opening rate of 27.8 percent.

Click-to-open rate of newsletter in Italy in 2018, by B2C (business to consumer) industry

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Supplementary notes

Data is based on emails sent through MailUp platform.
Click-to-open rate is the number of users that actually clicked on the mail out of the number who opened it.

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