Source: Epsilon [download page]
Notes: Email open rates declined on a quarter-over-quarter basis in Q2 to 30.8%, although they remain up from the year-earlier period (28.5%). Click-through rates, however, continue to decline, reaching their lowest rate (4%) going back at least as far as Q1 2010. Marketing messages – content containing merchandise information and incentives for purchasing – comprised the bulk (59.3%) of messages sent, but continued to have below-average open rates, averaging 26% in Q2.
About the Data: The study was compiled from 7.8 billion emails sent in Q2 (April-July) 2014 across more than 140 clients.