IT · January–June · 2025 vs 2026
Dr. Max IT — Email channel

Dr. Max IT — Half-year report

Year-over-year email performance · 2025 vs 2026 · January–June

2025 2026 Period January–June · both years
Overview 2025 vs 2026

Sends · Deliveries · Campaigns · OR · CTOR

Totals for January–June (both years have real data). + % = year-over-year change (2026 vs 2025). Bars in charts: month by month.
How to read the numbers

Rates (%) vs absolute numbers

This report shows both rates — open rate and CTOR — and absolute numbers — sends, opens, clicks. With different send volumes the percentage can move differently from the absolute counts, so we always show them side by side (year-over-year change: volume +45 %, opens +36 %, clicks +52 %).

Rule of thumb: read reach from absolute opens/clicks, and targeting quality from the rates.
Monthly detail

Month by month — 2025 vs 2026

Switch month to see absolute numbers and percentages and the year-over-year change.
Key takeaways

Half-year summary

1

Volume & reach

January–June 2026 sent 39,06 M emails vs 26,92 M in 2025 (+45 %), at stable deliverability above 99,8 %.

2

Rates & absolute numbers

Open rate 29,8 % → 27,9 % and CTOR 5,3 % → 6,0 %. In absolute numbers, opens +36 % and clicks +52 % year-over-year.

3

Where to focus

Keep repeating what worked and lift the weaker metric — where opens are strong, push clicks (CTOR); where clicks lead, sharpen the subject and open rate.

Best and weakest campaigns 2026

Top campaigns of the month — OR & CTOR

For each month, the top 4 by OR (%) · opens (absolute) · CTOR (%) · clicks (absolute). Switch best / weakest. Only sends above 20,000.
Great work! 🎉 Definitely repeat the top performers. Where open rate (OR) won, next time focus more on clicks (CTOR) — and where clicks led, work on the subject and open rate. For the weaker campaigns, look for ways to lift performance next period (different subject, preheader, timing or offer).
Experimentation & learnings

A/B tests & Verified hypotheses

For each test we show the winning variant and its uplift — the + % shows how much higher OR (subject tests) or CTOR (content tests) the winner had than the other variant. Below are the hypotheses confirmed through testing.

2025 · January–June

0
A/B tests
0,0 % of campaigns · 0 of 122

2026 · January–June

4
A/B tests
4,1 % of campaigns · 4 of 97
4
first A/B tests in 2026

Top 2 A/B tests 2026

1× subject (OR) · 1× CTA (CTOR)
Volantino — Promo Extra24. 2. 2026Proves: Subject A/B test (OR)
AA+32 % OR
🎯 Nuovo Volantino: Super Promo 3x2
Preheader: 🛒 Scopri le migliori promo fino al 7 aprile
38,1 %
OR
15,1 %
CTOR
42 744
sent
VS
BB
Speciale Volantino + 20% Extra sui Top Brand!
Preheader: ⏳Solo per 24h!
28,9 %
OR
7,6 %
CTOR
546 127
sent
Beauty Days — Best Seller17. 4. 2026Proves: Content A/B test (CTOR)
AA+17 % CTOR
✨ Beauty Days: best seller fino al -50%
Preheader: In più, spedizione gratuita fino al 21 aprile
26,5 %
OR
6,6 %
CTOR
293 499
sent
VS
BB
✨ Beauty Days: i tuoi best seller a prezzi speciali!
Preheader: -50% con i Beauty Days. Prendili finché puoi
26,1 %
OR
5,7 %
CTOR
292 712
sent
💡
Let’s test more together. We’d love to help: from your weekly plan, pick at least one campaign for an A/B test, tell us which ones and when they’ll go out, and we’ll design the test together. It would be a real shame not to push performance by validating different hypotheses.

Verified hypotheses

6 confirmed
Open testing document ↗
✓
Emotion / benefit > plain discountSKCZROVerified
A subject with emotion, benefit or curiosity outperforms a purely discount- or brand-led one on open rate.
✓
Benefit at the start of the subjectSKCZVerified
Moving the concrete benefit to the front of the subject increases open rate.
✓
Emoji in the subjectSRBVerified
Testing a subject with vs without an emoji (e.g. ✨) shows a measurable effect on open rate.
✓
Pharmacist expertise → higher ORSKVerified
Mentioning pharmacists' professional advice (especially in the preheader) lifts open rate.
✓
Clear CTA → higher CTORCZITVerified
Clearly visible buttons and highlighted links increase click-to-open rate.
✓
A/B testing is scaling upPLITROSRBVerified
2026 marks the real start of systematic subject A/B testing across markets (IT, RO and SRB ran their first tests).
Competitive overview

What competitors send — 2026

Example emails sent to us (a registered customer with no purchase) by Farmaè — one example per month. Switch month and open the preview.