Email Open Rates Rise For Retailers: Study

The email open rate for retailers has jumped by 12% over the past three weeks. And it has risen during the most recent week by 16%, week-over-week (WoW), LiveIntent reported on Tuesday. 

LiveIntent analyzed data from the campaigns running on its platform. The company claims that it connects 2,500 publishing and advertising brands with over 290MM consumers per month.

Among other things, it found that retail impressions and clicks were highest at the beginning of the week and lowest on weekends. 

The best opens and clicks were generated during the morning hours from 8 a.m. to 11 a.m. and late-afternoon hours, from 3 p.m. to 6 p.m. The lowest engagement rates were between 1 a.m. and 4 a.m. 

Arts & entertainment, Home & Garden, Sports, and Careers newsletters produced the best conversion rates. But news emails generated the highest impressions and click volumes. 

The phone has the most impressions and clicks, but the tablet produced a CTR and conversion rate that was two times higher than other devices. 



Overall, the findings show that, despite the pandemic, “there is still opportunity to capture dollars this holiday season,” states Kerel Cooper, senior vice president, global marketing at LiveIntent.  

When the firm polled advertisers this summer, it found that “consumers are spending more, with 62% of marketers seeing an overall increase in their sales, and 51% reporting an increase in online sales,” Cooper adds. 

Cooper concludes that the” key is reaching consumers at the right time with personalized messaging.”



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