Several recent studies have found that there is a clear influence of the use of social media on the use of email, especially in B2C environments. We know, for instance, that the use of social media for communication purposes has a slightly negative effect on the use of email, especially in private communication.
We also know that the use of social media might have an effect on the time that passes between the moment people get an email in their inbox and the moment, they open it, again in B2C.
It might be fair to ask ourselves if the social media evolution has changed the average open rates and click rates too. Looking at the trends and benchmark reports that I received lately from some ESP’s there seems to be no negative effect.
On the contrary, many benchmarks show the opposite: an increase in both open rates and click-through rates. Now you know you should be careful with such results but nevertheless, it’s an interesting phenomenon.
According to data of ESP Epsilon, published last month, in the third quarter of 2009 open and click rates increased in the U.S. and Canada.
Epsilon found that the average open rate increased from 19.8% in the third quarter of 2008 to 22% in the same quarter of 2009.
The ESP saw a rise in the open rates in twelve of the sixteen industries it followed. The industries where the open rates dropped were “Consumer Publishing / Media General”, “General Consumer Services”, “Consumer Telecom Services” and “Retail Apparel”.
Is it a coincidence that these are four B2C markets? It is hard to say since, for example, consumer products and retail in general have scored better.
Epsilon also found that the average click rates increased from 5.9% in the third quarter of 2008 to 6.2% in the same quarter of 2009.
Finally, the company found that the number of sent emails per customer increased with 7.5%.
The rest you can read yourself by filling in the form to get the report here.