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Mobile device usage linked to email open rate increase

In Q3, North America saw a 6.5-percent year-on-year increase in email open rates and a modest decline in clicks, both linked to the increase in mobile device usage.

January 8, 2015

In Q3, North America saw a 6.5-percent year-on-year increase in email open rates and a modest decline in clicks, both linked to the increase in mobile device usage. That's according to "Q3 2014 North America Email Trends and Benchmarks," published today by Epsilon and the Email Institute.

According to the report, triggered messages, which accounted for 3.9 percent of total email volume in Q3 2014, 7.3 percent higher than Q3 2013, continue to outperform their "Business as Usual" counterparts in both open and click rates. The report found that triggered open rates were 76.7 percent higher than BAU in Q3 2014, an increase over the Q3 2013 lift of 68.6 percent over BAU.

In addition, the report found that triggered click rates continued to perform well, reporting 151.9 percent higher than BAU. This is in line with Q3 2013 when triggered click rates had a 156.1-percent lift over BAU.

"As consumers rely more heavily on mobile devices and engage frequently with email in this format, we are continuing to see open rates increase coupled with a decline in click rates. Mobile devices make it easy for consumers to read their messages on-the-go, yet they're less likely to click and purchase due to the mobile experience. This requires marketers to get smarter and more targeted with their communications and their digital strategy," said Judy Loschen, vice president of digital analytics at Epsilon. "In addition, with triggered messages outperforming business as usual messages across a variety of key metrics, it's important for marketers to leverage insights to deliver relevant messaging to the individual and drive brand and business results."

Epsilon's triggered email metrics are compiled from approximately 340 million triggered emails sent from July 2014 to September 2014 across multiple industries. These messages were sent as the result of a consumer action, such as Welcome, Thank You, Abandon Shopping Cart or Confirmation.

• Triggered messages accounted for 3.9 percent of total email volume in Q3 2014, 7.3 percent higher than Q3 2013 (3.7 percent).
• Non-bounce rates continued to drive strong results, only 2.8 percent lower than BAU.
• Triggered open rates were 76.7 percent higher than BAU in Q3 2014, an increase over the Q3 2013 lift of 68.6 percent over BAU.
• Triggered click rates continued to perform well, reporting 151.9 percent higher than BAU. This is in line with Q3 2013 when triggered click rates had a 156.1-percent lift over BAU.