An intriguing stat hidden behind last week’s email performance numbers.

Last week we reported on a few season-in-review email performance metrics for the mountain resort industry. The results were positive for opens, clicks, and even opt-outs. But there’s much less common pair of numbers we’ve been watching in tandem with these that holds some some intriguing insights. Here’s what we’re seeing.

The Goods
Last week’s analysis looked at unique behavior – for example, “unique clicks / unique opens” for click rate – but what we’re looking at today uses total clicks and total opens to find clicks per clicker (total clicks / unique clicks) and opens per opener (total opens / unique opens). When we look at the last five years for all clients (not just mountain resorts), this is what we see.

Over the last five years the number of times the average opener will open an email has gone from 1.45 to 1.55. The number of times the average clicker will click an email has gone from 1.34 to 1.40. With the exception of 2014 for opens, every year has seen an increase in both metrics.

What This Means
Not only are more people opening emails, those people are reopening the same emails more frequently as well. Same with clicks as more clickers reclick (or click multiple links) more often. The difference is small, but consistent.

While not a gamechanging metric by any stretch of the imagination, it is another (small) feather in the cap of email, a channel that continues to get stronger and stronger despite not getting much in the way of marketing headlines compared to its more flashy counterparts.

Next Week, More
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