North American Email Engagement Trends: Click Rates Continue Slow Decline

October 21, 2015

This article is included in these additional categories:

B2B | Digital | Email

Epsilon-email-open-and-click-rates-Q12010-Q22015-Oct2015Source: Epsilon [download page]

    Notes: North American email open rates are down slightly year-over-year so far in 2015, details Epsilon in its latest quarterly email trends analysis. But while open rates have been generally steady or increasing over the past couple of years, the same can’t be said for click rates, which continue to gradually decline, down to an average of 3.6% in Q2. Click rates have decreased on a year-over-year basis each Q2 going back at least as far as 2010, when they stood at 5.3%.

    The “Business Publishing/Media General” sector recorded the highest click rate (6.8%) and click-to-open rate (24.4%) of all those measured, while the “Business Products and Services General” industry registered the lowest click rate (2.1%) and click-to-open rate (7.6%) of the industries tracked.

    Separately, the report demonstrates that triggered emails continue to see significantly higher open and click rates than BAU (business as usual) emails. Indeed, the 12.1% click rate for triggered emails is the highest rate registered in at least 2 years.

      Related: Email Deliverability Rate Drops to 79%. How Do Different Industries Fare?

        About the Data: Epsilon’s Q2 2015 email trends and benchmarks analyzed performance trends by industry and message type. The study was compiled from 7.8 billion emails sent in Q2 (April-June) 2015 across multiple industries and approximately 150 clients.

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