New study reveals consumers open just 20% of emails

New research has revealed that the average email open rate is just 20.1% with consumers most likely to open messages from computer software firms.

Silverpop examined the email messages of 1,124 participating brands sent in 2011 and the first quarter of 2012 and found EMEA recorded the highest average open rate with 20.9%, followed by Canada (20.7%) and the US (19.9%).

According to the figures, emails sent by consumer software companies were opened most (24.7%), followed by those sent by the financial services (22.6%), consumer services (22.4%), and media and publishing (20.9%) sectors.

The research also showed that due to the proliferation of multiple devices, it has become common for email users to scan their emails on a mobile device and then view and act on the emails later on their desktop or laptop computers.

In terms of relevance or depth of content, emails that are long, include offer deadlines or are otherwise relevant and have a ‘shelf life’ may be more likely to be opened a second time (or more), said the report.

The report also analysed click-through rates (CTR) and found the overall figure to be 2.5% with the computer software industry again ranking highest with 8.6%.

Loren McDonald, VP of industry relations for Silverpop, said: “These findings confirm that response rates vary widely based on the approach that is taken and the content that is delivered.

“Companies that focus on helping recipients by providing behaviour-based content that is meaningful, personal and relevant rather than just firing off one-size-fits-all promotions are far more likely to find themselves in the top quartile.”