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Email senders with higher-than-average open rates are especially likely to rely on delivery optimization, A/B-testing, and reactivation campaigns, according to recent research from Validity and Demand Metric.

The report was based on data from a survey conducted between June 27 and July 19, 2019, among 293 email marketers.

Most respondents (57%) report that their bulk email campaigns have an average open rate of 15% or lower, with the largest share (27%) reporting an average open rate of between 11% and 15%:


The most popular email optimization tactic used by all respondents is personalization (72% use it).

Respondents with an average email open rate higher than the norm (i.e., those with an average open rate of 16% or higher) are more likely to report using every type of optimization tactic aside from artificial intelligence:

Respondents with an average open rate higher than the norm are especially more likely to report using email delivery optimization (+18 percentage points compared with other senders), A/B-testing (+15 percentage points), and reactivation campaigns (+10 percentage points):

About the research: The report was based on data from a survey conducted between June 27 and July 19, 2019, among 293 email marketers.


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