Email Open & Click-Through Rates, Q4 2009-Q1 2013 [CHART]

Chart - Email Open & Click-Through Rates

The average email open rate in North America climbed to 31.1% in Q4, a significant increase from 27.4% in Q4, according to a new report from Epsilon. And after having dropped from 5.9% in Q1 2011 to 4.5% in Q4 2012, click rates rebounded to 5.1% in Q1 2013, a finding which Epsilon believes is an indication that marketers are increasingly optimizing emails for mobile devices.

Further data from the Epsilon report reveals that 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 rose to an average of exactly 50% in Q1, the best performance in at  least a couple of years, and 60.1% higher than the BAU rate. (Open rates between the two email types have narrowed somewhat: the difference was more than 70% in Q4 2012).  Click rates on triggered emails rebounded after dropping for 5 consecutive quarters, increasing from 9% in Q4 2012 to 11.2% in Q1 2013. The average click rate for triggered emails was more than double the rate for BAU emails. Read the rest at MarketingCharts.