04/25/2018

Email Opens on the Rise; Click Rates Stagnate

Users are more likely to open emails on mobile devices versus non-mobile devices

The good news is that people are more likely to open your emails. But shed a tear for that all-important click-to-open rate, which is struggling to hold its own.

That’s a key finding from email marketing firm SendGrid, whose latest Global Email Benchmark Report [registration], released last week, found a sharp increase in opens overall—an aggregate open rate of 18 percent, up from 14.6 percent in 2017—and a click-to-open rate that continues to slump. The report showed that while the aggregate click rate increased to 2 percent from 1.7 percent the year prior, the modest increase in clicks compared to opens meant the click-to-open rate fell from 11.6 percent to 11.1 percent.

In its report, SendGrid suggests that its findings, based on data from 50 billion emails sent by 100,000 senders to 2 billion recipients, highlight changes in the ways that users read emails. Another factor worth noting: Users are far more likely to open emails on mobile devices (55.6 percent) versus non-mobile devices (44.4 percent).

Please select this link to read the complete article from Associations Now.