A recent report from DMA and Pure360 reveals that click-to-open rates have increased since 2015, rising to 12%, on average. The ‘Email Benchmarking Report 2020 says email delivery rates have recorded a rise from 96% to 99% over this period. The improvement in email engagement will be heavily influenced by the GDPR’s implementation in May 2018 as more organizations became more proactive and efficient at managing email contact database lists.
According to the report, open rates saw a decrease to 20% in 2020. The shift may be down to organizations’ mailable list sizes returning to growth again post-GDPR. Multiple email
performance metrics have improved over a five-year period. Delivery, open, and click-to-open rates are all increasing.