North American email click rates dropped on a year-over-year basis in Q4 2016 once again, dipping slightly to 3.1%, per Epsilon’s latest quarterly report [download page]. That means that click rates have either stayed steady or fallen on a year-over-year basis for 15 consecutive quarters. Open rates increased on a year-over-year basis, though, as open and click rate trends continue to move in opposite directions.
Almost 94% of the emails sent by Epsilon in Q4 were classified as marketing emails, up from 88% the previous quarter, likely relating to an increase in promotional activity during the holiday period.
Marketing emails had the lowest average response rates of the various message types analyzed, averaging a 21.5% open rate and 1.5% click rate. Click-to-open rates for marketing emails, which averaged 6.9%, were also lower than for other message types.
Certain industries’ marketing emails fared better than others. In Q4:
Finally, in other results from the report:
About the Data: The email activity segment data is based on from more than 464 million non-bounced out and opted-in email addresses contacted from January 1, 2016 through December 31, 2016 across multiple industries and from approximately 145 clients.
The Q4 response rates data is from an analysis of 12.8 billion emails sent across multiple industries and approximately 150 clients.
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