Email Open & Click-Through Rate Trends, Q4 2009 – Q2 2013 [CHART]
The average business-as-usual (BAU) email open rate in North America fell to 28.8% in Q2 after hitting a multi-quarter peak of 31.1% in Q1. Similarly, the average click rate fell from 5.1% in Q1 to 4.3% in Q2. While this past quarter’s average open rate still represented an improvement from the year-earlier period (25.6%), the same couldn’t be said about the average click rate, which stood slightly higher at 4.4% in Q2 2012.
Breaking the BAU emails down by 13 industry segments, Epsilon reveals that open rates increased by more than 5% year-over-year in 9. The retail general (40%) and financial services CC/banks (39.6%) sectors topped the list by open rate, while consumer services telecom (18.5%) was at the bottom. Consumer products CPG boasted easily the highest click rate (7.7%) for the second consecutive quarter, followed by retail general (5%). Read the rest at MarketingCharts.