We took a look at the open, click-through and click-to-open rates amongst customers in select industries ‘actively’ sending email – meaning that every month they send at least 100 emails.
Although most studies show email open rates consistently dropping, our data is actually showing that in most industries open rates are rising! Coupled with pretty steady click-through rates, you will notice a corresponding decrease in click-to-open rates.
What’s going on here? Are people really opening our email more and interested in them less? I don’t believe that’s the case. I suspect, based on my own behaviour, that it has something to do with the way we consume email these days. With more and more people reading emails on a graphic (i.e. non-text based) mobile devices:
- Since email opens are recorded by downloading a small image, text-based devices (like Blackberries) did not register any opens. Of course, the last 18 months has seen dramatic changes there as consumers and business alike flock to the rich email clients of today’s smartphones, increasing the likelihood that the open will be tracked.
- On my mobile device, I am also much less likely to click on a link – bringing up my mobile browser takes extra seconds I’m not willing to spend – so I usually only read the contents of the email.
So – who appears to be adjusting the best to these trends? Banking companies have seen a great and steady improvement in Open Rates, while Arts & Entertainment are improving their Click-Rates. And the most-improved winners in all 3 measurements are Arts & Entertainment, Food & Accommodation, and Telecommunications companies.
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