The average email subscriber gets 416 commercial messages per month, says Return Path, and that number may just get higher. The latest quarterly email benchmark study from Experian Marketing Services indicates that email volume grew by 17.9% year-over-year in Q2. That follows an 11.6% increase in Q1, a relatively modest 5.4% bump in Q4, and no change in Q3 2012. Open rates don’t seem to have suffered, though, with total and unique open rates up year-over-year during Q2.
Aside from open rates, though, the study’s email performance analysis reveals mixed results:
… Total (3.8% to 3.2%) and unique (2.5% and 2.3%) click rates fell from Q2 2012 to Q2 2013, although only half of the brands reported a significant decrease;
… Click-to-open rate fell from 15.4% to 13.7%;
… Transaction rates slipped from 0.1% to 0.08%, even as 48% of the brands had significant increases in this area;
… Revenue per email increased by a cent to $0.12); and
… Average order value, bounce rates, and unsubscribe rates all improved by healthy margins.
Among the 7 industries examined, 5 increased their email volume in Q2 on a year-over-year basis, with catalogers posting the biggest jump, of 31.7%. On a quarter-over-quarter basis, consumer products and services brands registered the greatest increase in email volume, of 12%. The overall quarter-over-quarter rise was 7%.
Regardless what you use in your integrated marketing solution, mobile has to be a key. Why? 50% of all email is being read on mobile devices. “The importance of this is that people who open email on more than one device, two or more times, have a greater propensidty to buy or buy more.”, stated Peter DeNunzio, GM for cross-channel marketing at Experian. And as Harris stated, it is only 5 feet away from her at all times. That’s why we say MOBILENow is the key to driving in sales now.