Table - Email Marketing Metrics For Multi-Channel Retailers

Multi-channel retailers enjoyed year-over-year email open rate increases in Q2, according to the Experian CheetahMail 2012 Q2 email benchmark report. The total open rate for these brands stood at 20.5%, up from 19.3% a year earlier, while the unique open rate was 14.9%, up from 14%. And while the category’s total click rate dropped to 4% (from 4.3%), it actually increased by 10.9% on a quarter-over-quarter basis. Similarly, unique click rates increased 4.4% quarter-over-quarter to 3%, despite falling from 3.4% in Q2 2011.

The click-to-open rate (CTOR) for multi-channel retailers was 16.8%, down significantly from 20.4% the prior year. Average order also fell from $194.31 to $179.26, although revenue per email increased from $0.13 to $0.14. Read the rest at MarketingCharts.