The graph shows marketing e-mail open and click rates in the United States in 2016, by degree of personalization. E-mail messages which were not personalized at all had open rate of 13.1 percent in the measured period.
Marketing e-mail open and click rates in the United States in 2016, by degree of personalization
Characteristic
Open rate
Click rate
Not personalized
13.1%
1.9%
Subject line only personalized
7.4%
0.4%
Message only personalized
18.8%
2.1%
Both subject line and message personalized
5.9%
0.2%
0%5%10%15%20%25%
Add this content to your personal favorites. These can be accessed from the favorites menu in the main navigation.
You have no right to use this feature.
Make sure to contact us if you are interested in scientific citation.
You can upgrade your account to enable this functionality for all statistics.
This feature is not available with your current account.Request access
Learn more about how Statista can support your business.
MailerMailer. (June 16, 2016). Marketing e-mail open and click rates in the United States in 2016, by degree of personalization [Graph]. In Statista. Retrieved April 20, 2025, from https://www.statista.com/statistics/260678/e-mail-open-click-rates-personalization/
MailerMailer. "Marketing e-mail open and click rates in the United States in 2016, by degree of personalization." Chart. June 16, 2016. Statista. Accessed April 20, 2025. https://www.statista.com/statistics/260678/e-mail-open-click-rates-personalization/
MailerMailer. (2016). Marketing e-mail open and click rates in the United States in 2016, by degree of personalization. Statista. Statista Inc.. Accessed: April 20, 2025. https://www.statista.com/statistics/260678/e-mail-open-click-rates-personalization/
MailerMailer. "Marketing E-mail Open and Click Rates in The United States in 2016, by Degree of Personalization." Statista, Statista Inc., 16 Jun 2016, https://www.statista.com/statistics/260678/e-mail-open-click-rates-personalization/
MailerMailer, Marketing e-mail open and click rates in the United States in 2016, by degree of personalization Statista, https://www.statista.com/statistics/260678/e-mail-open-click-rates-personalization/ (last visited April 20, 2025)
Marketing e-mail open and click rates in the United States in 2016, by degree of personalization [Graph], MailerMailer, June 16, 2016. [Online]. Available: https://www.statista.com/statistics/260678/e-mail-open-click-rates-personalization/
Profit from additional features with an Employee Account
Please create an employee account to be able to mark statistics as favorites.
Then you can access your favorite statistics via the star in the header.
Profit from the additional features of your individual account
Currently, you are using a shared account. To use individual functions (e.g., mark statistics as favourites, set
statistic alerts) please log in with your personal account.
If you are an admin, please authenticate by logging in again.
