Click Through Rates Increased 10.7% YoY According to This Study, But Conversion Rates Dropped

Marketers are experiencing a dramatic change as the world grapples with the effects of upending events like the rise of AI, economic turmoil and other such occurrences. It turns out that conversion rates have seen a considerable dip from 0.8% in 2022 to 0.7% in 2023. This might not sound like a lot, but it is essentially a 12% drop which just goes to show that the industry is not faring well right now.

In spite of the fact that this is the case, there is another metric that is seeing a surprising amount of momentum with all things having been considered and taken into account. This metric is click rate, which increased by 10.7% year over year to reach 1.32%. Click to open rates also went up from 5.2% to 5.42%, and open rates in general reached an impressive 24.08% as well.

This data comes from a recent study published by Omnisend. With all of that having been said and now out of the way, it is important to note that the books and literature industry saw the highest click through rate of 2.63%, with hobbies and leisure coming in second with 1.6%. The auto industry saw an above average click through rate as well with 1.53%, as did Toys and Games and Pet Supplies albeit at a smaller margin with 1.4% and 1.39% respectively.

When you take a look at click to open rates, Books and Literature once again come out on top with an impressive 7.65%. However, Toys and Games came in second place with 5.92%, followed by Auto with 5.44%. Pet Supplies were close behind with 5.38%, and Health and Wellness rounded off the top five list with 5.32%. This indicates that the while fewer Hobbies and Leisure emails get opened, they still have a higher click through rate suggesting an extremely impressive conversion rate.

As for the industries with the worst conversion rates of all, Apparel came in dead last with just 0.05%, which was equalled by consumer electronics. No other industry came close to their terrible conversion rates.

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