Email Open & Click-Through Rates, Q4 2009 – Q3 2012 [CHART]
The average email open rate increased to 27.2% in Q3, rebounding from a small drop in Q2, and representing the highest level in at least 2 years, finds a new report from Epsilon. The 27.2% rate in Q3 represented a 6.5% quarter-over-quarter increase and a more substantial 14.6% year-over-year rise. Although the average click rate saw only a marginal increase of 0.1% points from Q2, that was the first quarter-over-quarter increase since Q3 2011.
Triggered emails, deployed as a result of an action, such as Welcome or Abandoned Shopping Cart – continued to vastly outperform business as usual (BAU) emails. Open rates for triggered emails stood at an average of 47.7% in Q3, down from 49.8% in Q2, but still 75% higher than the BAU rate. Click rates on triggered emails dropped for the 4th consecutive quarter, to 9.7%, far lower than Q2 2011′s rate (11.7%). Even so, the average click rate for triggered emails was more than double the rate for BAU emails.
Triggered email non-bounce rates continued to be healthy in Q3, at 94.7%, only slightly below BAU emails’ rate of 96.1%. Read the rest at MarketingCharts.