Mobile drives email openings and click-through rates
Posted: Mon Dec 23, 2024 4:53 am
Rising mobile usage is driving email open rates, according to new research from marketing services company Epsilon, reflecting the growing number of businesses developing email content and creative optimized for mobile devices.
Email opening rates rose 18.6% year-on-year to 21% in the first quarter of 2013. The company suggests that the boost from mobility is behind this sharp increase.
Click-through rates have also seen increases to 5.1% in the first quarter of this year, suggesting, according to Judy Loschen, vice president of digital analytics at Epsilon, “more companies are recognizing the 7,000 approved names in denmark list shift in consumer mobile behaviors and preferences, forcing them to focus on optimizing their email creative and content for the mobile web.”
The study, titled “Triggered Email Trends,” reveals that the use of triggered emails, including welcome emails and order confirmations, increased 41.1% compared to the same period last year, now accounting for 3.3% of total email volume. In 12 of the 13 industries analyzed by Epsilon, this type of email increased.
“Companies using these triggered emails are benefiting from an element that allows them to create a better experience for the consumer,” says Loschen. “In the first quarter we saw a very significant increase in click rates on triggered emails compared to regular emails, much higher than in previous editions of this same study. Almost all of the industries analyzed saw an increase, ranging from 70% to 442%.”
Email opening rates rose 18.6% year-on-year to 21% in the first quarter of 2013. The company suggests that the boost from mobility is behind this sharp increase.
Click-through rates have also seen increases to 5.1% in the first quarter of this year, suggesting, according to Judy Loschen, vice president of digital analytics at Epsilon, “more companies are recognizing the 7,000 approved names in denmark list shift in consumer mobile behaviors and preferences, forcing them to focus on optimizing their email creative and content for the mobile web.”
The study, titled “Triggered Email Trends,” reveals that the use of triggered emails, including welcome emails and order confirmations, increased 41.1% compared to the same period last year, now accounting for 3.3% of total email volume. In 12 of the 13 industries analyzed by Epsilon, this type of email increased.
“Companies using these triggered emails are benefiting from an element that allows them to create a better experience for the consumer,” says Loschen. “In the first quarter we saw a very significant increase in click rates on triggered emails compared to regular emails, much higher than in previous editions of this same study. Almost all of the industries analyzed saw an increase, ranging from 70% to 442%.”