According to the latest Epsilon 1Q 2014 Email Trends and Benchmark Report, we’re experiencing a 6% increase in email open rates over last year to the tune of 32.9%. Excellent, right? Not so much…
Click-through rates aren’t fairing as well. They have currently hit a low point at 4.3%. This combined with the very high open rate average marks a historic low for click-to-open rates averaging of 13.1%.
So, what does all this mean? Is email marketing dead? Far from it! Earlier this year Econsultancy released their 2014 Email Marketing Industry Census in which email was ranked as the best channel in terms of return on investment. A whopping 68% of those surveyed ranked email “good” or “excellent”. It also reported a year-over-year average increase of 28% in revenue from email marketing.
Any email marketer worth their salt could tell you that the real stats you should be watching are conversions, and not just from email. Marketing is very rarely done in just one channel. Modern Marketing embraces email, social, ads, SMS, direct mail, blogs, websites…the list goes on and on. So, when you think about it, your email marketing is competing with all of these other channels and still manages to increase your revenue each year. Now, if it could only make you coffee ☺
We hope you are enjoying your summer!
Your Friends at DR