The first quarter of this year saw the highest average open rate (31.3 percent) since at least 2006. It was also the largest quarter-over-quarter jump (14 percent) in opens that we’ve seen. In second quarter, the open rate dropped but it’s still the second highest we’ve seen (28.5 percent), suggesting that the upward trend in open rates will continue.
The real surprise for me here was the click-through rate. After reaching 5.1 percent in the first quarter, a boost of 13 percent over the fourth quarter of last year, it’s down to 4.3 percent. This is a 16 percent loss over first quarter and the lowest click-through rate we’ve seen since at least 2006. Prior to 2012, the industry average was consistently 5 percent or higher. I was hoping the click-through rate would stabilize, but the slide continues.