Companies send an average of 68 email broadcasts to employees per month, achieving an open rate of 70% -- a number many marketers might envy.
But only 60.5% of employees ever read the emails, and 9.5% simply ignore them, according to Corporate Communications: Internal Benchmarks for 10 Industries, a study by PoliteMail.
However, the email pace picked up during the COVID-19 pandemic.
Starting in March 2020, corporate communications teams sent 72% more email, containing 58% more minutes of content than in the prior year.
Despite the volume increase, read rates declined by only 1.3% and the click rate by 4.2%, while employees clicked 82% more links than they did in 2019.
The average corporate email is 475 words, and takes 1:54 minutes to read. However, of those who open it, 20% will read less than 30%, while 40.7% will red 30% or more. Another 36.3% will read over half.
And 16% will read such emails on mobile devices.
Overall, each employee receives 16 emails per month, containing 34:50 minutes of content and 121 links. These emails will engage 76% of email openers and 43% of the total audience. They will spend 29:23 digesting the content.
In general, recipients will click on at least one link 8% of the time, and openers will do so 11% of the time.
The read rate has averaged 33.9% and the “engaged read” rate 28.2%.
Email readership peaked last summer, but fell off slightly in December.
PoliteMail analyzed over 1.3 billion internal emails to over 8.5 million employees worldwide.