Data show e-mail open rates were high, but conversions declined

08/7/2013 | eMarketer

With mobile users checking e-mail throughout the day, nearly 1 in 3 e-mails were opened in the first quarter, according to eMarketer data. But the conversion rate for marketing e-mails fell. Figures from Experian Marketing Services show that the transaction-to-click rate was down 15.6% in the first quarter from a year before, although the average order size increased.

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