Email open and conversion rates surged in the first half of 2021, especially for automated messages like welcomes and abandoned cart follow-ups, according to Omnisend’s Ecommerce Statistics Report, a study released Thursday.
But the paper has a bittersweet tinge: This may be one of the last times it reports on open rates, thanks to the impending death of that metric, thanks to Apple.
Conversion rates are the strongest measure of success. And they are on the rise: automated messages averaged a 33.19% conversion, up from 29.75% in the same period in 2020. And manually produced campaign emails went to 6.82%, up from 6.49% last year.