Email Performance Remains Strong

August 20, 2013 1:59 pm

Even as consumers increase communication through text, Snap Chat, Instagram and Tweet, email has remained a constant and main staple of digital communication.

Recently, the market research company eMarketer released its findings of overall email campaign performance in the US over the last two years (2011-2013). The results are somewhat surprising with extremely positive performance data hinting at a bright future for email marketing campaign. This boost can be directly attributed to the increased usage of mobile telecommunications computing through Smartphones and tablets.

Among the highlights of the report are two measurements that are extremely important for today’s e-commerce oriented business: open rates and average order spend. The first one is the fundamental aspect of email campaigns as there is no point in sending an email in the first place if nobody bothers to open it. However, average open numbers have increased 3.7% in Q1 2013 (31.1%) compared to Q4 2012 (27.4%).

Additionally, the overall dollar spend per purchase has increased substantially from $159.93 to $182.92. This signals that consumers are responding to email marketing by making more substantial purchases, whether that means buying higher priced items or more items at once. Either way, the overall spend is increasing even while the click-to-open rate (total number of people that clicked a link after opening the email) has dropped 9.6% between 2012 and 2013.

These numbers are indicative of the success that mobile devices coupled with proper campaign management have created for email. With the increased ability to target customers and the capacity of customers to access their email at anytime from anywhere, it quickly becomes clear how much potential email has attained over the last five years as mobile device penetration has increased exponentially.