North American email engagement fell again in Q4 on a year-over-year basis, reports Epsilon in its latest quarterly analysis of clients’ email activity. The click-through rate of 3.2% was down from 4% during the year-earlier period and from 4.4% in Q4 2013, maintaining this metric’s gradual descent. Meanwhile, the average open rate stood at 30.6% in Q4 2015, down from 32.2% in Q4 2014.
In Q4 2015 the highest open rate belonged to the financial services CC/banks (47.9%) category, with the lowest rate held by the consumer publishing/media general (18.1%) industry. The financial services general category boasted the highest click rate (of 4.2%), more than double the click rate for business products and services companies (1.9%). As for click-to-open rates, consumer products CPG (18.9%) led, while travel/hospitality travel services (6.7%) brought up the rear.
Triggered messages had far higher engagement rates than business as usual messages, with the former’s click rate averaging out at 10.5%.
About the Data: Epsilon’s Q4 2015 email trends and benchmarks analyzed performance trends by industry and message type. The study was compiled from around 11 billion emails sent by Epsilon from October 2015 to December 2015 across multiple industries and approximately 150 clients.