Though open rate performance suggests an increased level of initial engagement with email, additional data from Experian Marketing Services showed measures more indicative of conversions declining between Q1 2012 and Q1 2013. Click-to-open rate dropped 9.6% year over year, and transaction-to-click rate fell 15.6%. However, average order size increased about $23, suggesting fewer clicks resulted in purchases, but that those purchases were more substantial. Read the rest at eMarketer.
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