The following data have been computed on a sample of about 18M email messages, delivered on over 150k Italian users between January 1st and September 30th, 2015. All users have expressed consent to email marketing activities (opt-in) and their addresses have been collected from 5 different websites after September 30th, 2014.

Basic demographics

At subscription time, users provided some personal information, such as gender, age, and location.

  • Gender: 40.46% female and 59.54% male

    Gender of subscribers

    Gender of subscribers

  • Age distribution:

    Age distribution

    Age distribution

  • Subscription geo (region):

    Subscription geo stats

    Subscription geo stats

Subscription stats

In the period considered, 9.4% of the users in the sample opted-out (7.39%), or their mailboxes were detected as unreachable (hard bounce, 1.99%), or they files a spam complaint (0.02%). As a result, these users stopped receiving messages immediately and only 91.6% of collected users were retained at the end of the period.

Analyzing how long users had been receiving our messages before opting-out, we found out that:

  • 29.7% of opt-outs were generated less than a month from subscription, and another 28.9% before the end of the second month;

    Opt-out time (in months)

    Opt-out time (in months)

  • For those who unsubscribed, average time between opt-in and opt-out is 38 days.

Usage stats

  • Day of the week: the best day to send emails are in the middle of the week (Wednesday to Friday)
    Day of the week

    Day of the week

    but it is worth noticing that highest CTR% have been reached during the weekend:

    CTR% per day of the week

    CTR% per day of the week

  • Time of the day: users are more active around 9 a.m. and around 1 p.m.

    Activity per hour

    Activity per hour

  • Device: usage of desktop and mobile devices is almost even for the chosen sample, as 48.96% of clicks have been generated from mobile devices.

    Activity per device type

    Activity per device type

  • Geo detected from click location:

    Geo from clicks

    Geo from clicks

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This post is also available in: Italian