Email open rates fall as click-throughs rise

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Atlanta—Email open rates are declining somewhat, according to a study of email marketing trends by marketing automation company Silverpop, but email efficiency as measured by click-throughs are up. According to the company's “2012 Silverpop Email Marketing Metrics Benchmark Study," open rates in the U.S. in all of 2011 and into the first quarter of this year averaged 19.9%, down from the 21.3% recorded in a similar study in 2009. The company attributed the decline to email service technology that blocks HTML imagery, and "priority inbox" screening features offered by email service providers. However, email efficiency remains strong, with click-through rates averaging 5.4%, up from 4.5% in Silverpop's previous report—attributed to an increase in automated A/B testing. Silverpop's study was based on an analysis throughout 2011 and the first quarter of 2012 of email messages sent by 1,124 brands in the company's Engage client base.
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