Insurers tracked as part of this study have seen relatively steady open rates throughout the year, ranging from a low of 15.3% in January to a high of 20% in April, for an average of 17%. There has been significantly more variance in click-through rates (CTR) throughout the year, from a low of 0.8% to a high of 7.8%, although the CTR from May through October (latest data available) more closely hews to the 2.7% average.
Finally, click-to-open rates, a good way to look at conversion of interest to action, have seen significant peaks and valleys, averaging out at 11.8%. Read the rest at MarketingCharts.
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