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BizReport : Email Marketing : April 11, 2016

Study: Email CTRs dropping

Email continues to be a strong player for many brands in the digital space, but it is interesting to note that click through rates have fallen for consecutive measurement periods. The drops haven't been huge, but could be a signal that brands need to update how they're communicating through email.

by Kristina Knight

According to new data out from Epsilon, Q4 2015 CTRs were 3.2%, that's a near 1% drop from 4.4% during Q4 2014; open rates also were down, from 32.2% (Q4 2014) to 30.6% (Q4 2016).

The drop in open rates is another signal that brands may need an email upgrade - improving subject lines is one place to start. The subject line is the invitation to consumers to come in and see what a business has to offer.

Another change could be in scrubbing the list - dropping those list members who are unresponsive or creating more personalized segments so that consumers are only receiving emails that are of interest to them.

Speaking of personalization, most experts agree that personalization is key to both opens and clicks, so take a look at the personalization strategy of the brands to ensure it includes more than a first name or general age bracket.

Epsilon's report also breaks down which verticals were opening and clicking and which were not. It's interesting to note the highest open rates belonged to Financial Service brands (47.9%) while the lowest opens were help by Publishing/Media brands (18%). Financial Services also held the highest CTR (4.2%). CPG brands held the highest click to open rates (18.9%) and Travel/Hospitality held the lowest at 6.7%)

Tags: email marketing, email marketing trends, email tips, Epsilon

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