Email trend report: open rates up 6,5%, clicks down, caused by mobile

An email trend report by Epsilon notes a 6,5% increase in email opens year-over-year. The report covers statistics from North America in Q3 of 2014. The reports full name is the Q3 2014 North America Email Trends and Benchmarks report. It is a joint release by Epsilon and Email Institute.
Contrary to the rise of opens, a decline in clicks is reported. Both trends are related to the rise of mobile devices like smartphones and tablets.
Quoting Judy Loschen, Vice President of Digital Analytics at Epsilon:

“…Mobile devices make it easy for consumers to read their messages on-the-go, yet they’re less likely to click and purchase due to the mobile experience. This requires marketers to get smarter and more targeted with their communications and their digital strategy,”

When it comes to total email volume for Q3 2014, triggered messages make up 3.9% of all emails according to the email trend report. This is a 7.3% increase compared to the same quarter the year before. Besides the increase in share of total email volume, triggered messages resulted in an impressive 76.7% higher open rate than regular email marketing messages.
Reporting on clicks, the triggered messages continued to perform well, reporting 151.9% higher clicks than regular email marketing messages. This is in line with Q3 2013 when triggered click rates had a 156.1% lift over regular email marketing messages.
Trends with regards to regular email marketing messages:

  • Open rates increased slightly from 30.8% in Q2 2014 to 31.5% in Q3 and are up 6.5% over last year (Q3 2013).
  • Click rates declined modestly year-over-year from 4.5% in Q3 2013 to 4.0% in Q3 2014.
  • Non-bounce rates remained steady at 96.0%.

Details about the report:
The Q3 2014 Email Trends and Benchmarks analyzed performance trends by industry and message type. These metrics offer insight into how the average company performance across 13 industry categories. This study was compiled from 8.7 billion emails sent in Q3 (July-September) 2014 across approximately 140 clients.
The full email trend report can be downloaded from the Epsilon website.


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