![Email Open & Click-Through Rates, 2010-2014 [CHART]](https://www.marketingcharts.com/wp-content/uploads/2014/09/Epsilon-email-open-and-click-rates-Q12010-Q22014-Sept2014.png "Chart - Email Open & Click-Through Rates")
open rates declined on a quarter-over-quarter basis in Q2 to 30.8%, although they remain up from the year-earlier period (28.5%). Click-through rates, however, continue to decline, reaching their lowest rate (4%) going back at least as far as Q1 2010. Marketing messages – content containing merchandise information and incentives for purchasing – comprised the bulk (59.3%) of messages sent, but continued to have below-average open rates, averaging 26% in Q2. Source: Epsilon
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