A major national study found that employees opened emails towards the end of the week at nearly the same rate as Mondays and Tuesdays. When are your employees checking email? To improve your internal communications, study what days and times employees check and where they check them – on their desktop or mobile.
The email measurement firm Bananatag analyzed thousands of emails to determine how various industries performed according to four benchmarks. Open and click rates varied widely across five industry groups with a high of 92 % opens and 8% clicks for technology firms to 69% opens and 20% clicks for healthcare.
It is important for each company to track its own email communications to improve open rates and clicks to further information. Other takeaways from Bananatag:
- Internal emails sent to smaller list sizes tend to see better open rates (possibly due to more targeted information
- Subject line length for internal emails does not have an effect on open rates
- Fridays aren’t that bad for internal email: Those sent Monday or Tuesday performed marginally better (84% early afternoon Monday) vs. 79% Friday late morning early afternoon.
Key benchmarks suggested by Bananatag to measure:
- How often are emails being sent per month?
- what is the best day and time to send internal emails to get optimal open and click rates
- Open rates by industries and distribution list sizes
- Desktop opens vs mobile opens