• by Ray Schultz , July 28, 2022

Email metrics have taken a positive turn in the UK, according to the Email Benchmarking Report from the Data & Marketing Association (DMA).  

The click rate rose to almost 3% in 2021 from the fairly steady 2%-2.5% range seen from 2015 to 2020.  

And delivery rates returned to a pre-pandemic 98.1% after a slight downturn in 2020. 

Open rates rose to 19.7%, up from 19% in 2020, but senders have less confidence in this netric due to Apple’s Mail Privacy Protection, which took effect in September 2021. 

An increase in click-to-open rates from 11.7% to 13.2% may due, in part, to this change, the DMA says. 

“After a challenging year in 2020, it is encouraging to see all the email metrics we collect as part of this report increasing in 2021,” states Tim Bond, director of Insight at the DMA. 

Bond adds, “With Apple’s MPP changes driving more marketers to potentially start optimizing campaigns for clicks rather than opens, this could well explain the marked increase in clicks – with measurement of these respective metrics a key component of that decision too.”