Email Open & Click-Through Rates, Q4 2009-Q2 2012 [CHART]
Email click rates dropped to 4.4% in Q2, down more than 6% from 4.7% in Q1, and marking the 3rd consecutive quarter-over-quarter drop, according to Epsilon’s latest benchmarking report. Click rates have now fallen 20% from from 5.5% in Q3 2011, and are down 15% year-over-year. The report also finds that 59% of new subscribers (who have been on file for less than 3 months, and who represent 11% of an email list on average) are not engaged, neither opening nor clicking on emails.
Email open rates also decreased in Q2, down slightly from 26.2% to 25.6%, the first quarter-over-quarter drop since Q1-Q2 2011. When factoring out triggered and real-time messages, average volume per client was down 6.3% quarter-over-quarter and 29.7% year-over-year. The report suggests this indicates a move by marketers to more triggered and real-time messages rather than business-as-usual (BAU) emails. Even so, in Q2, triggered emails represented just 2.6% of total email volume, though that was up 22% from Q1. Read the rest at MarketingCharts.