Q2 Review: Email Volume Was Up, Response Down

Email volume — and response — fell slightly in the second quarter compared with the same period last year, according to Q2 2018 Email & Mobile Benchmark Report, a study by Cheetah Digital.

Among the falling metrics were total open rate, unique open, unique click rate, transaction-to-click, transaction rate and revenue per email. On the other hand, the average order rose, as did the delivery rate.

In another finding, 53% of opens and clicks occurred on mobile devices  — basically flat with last year.   

Overall, unique open rates rose to 17.2% compared with 16.9% in the first quarter, but still represented a 5.5% decline from second-quarter 2017.

In addition, revenue per email dropped from $0.07 in second-quarter 2017 to $0.06 in second-quarter 2018.

The total open rate rose to 25.6%, a 2.6% increase over the second quarter in 2017. Unique opens rose by 1.7%.

However, the transaction-to-click rate fell by 12.3% to 1.8%.



Success varied by sector. Over 50% of travel brands posted higher unique open rates, but only 37% enjoyed significant click increases.

 Moreover, some hotel brands posted large volume increases, but that led to a drop in click rates.

One tactic that worked well was adding mystery sales to holiday mailings. These pulled unique open rates of 13.8% compared with 12.9% for other mailings, and unique click rates of 1.52% vs. 1.06%. And they generated higher transaction rates and revenue per email.

Total email volume fell by 2.4%. But again, this varied by vertical sector. Business products and services generated a 17.6% in volume YOY, even as the total open rate fell by 4.3% to 36.4% and unique open rate by %5, to 20%.

Cheetah warns that shifts in volume are “rarely linear, so that a 50% increase in volume, for example, is unlikely to bring about a 50% increase in opens or sales. Conversely, smaller, targeted mailings typically have higher rates, but may not have the breadth alone to bring in the higher volume of sales needed by a brand.”

In other changes, consumer products and services saw an 11.8% falloff in open rates — to 31% -- and a 16.6% decline in the transaction rate. However, the average order rose by 19.8% to $159.

Multichannel retailers also saw an average open rate plummet of 7.8%--to 19.1%. The revenue per email also fell — by 12.4% — although the average order size rose by 2.6% to $173.

And mobile devices? Email on phones made up 52% of all opens for multichannel retailers, 41% for consumer products and services, 40% or travel and only 31% for business products and services.

Cheetah Digital analyzed data from client brands in the U.S. and Canada. The metrics reflect average performance seven days after the email send date. 

Next story loading loading..