However, without knowing more about survey participants, this data may paint a rosier picture of actual authentication rates among web publishers as a representative whole. Authentication rates will vary by publisher depending on their relationships with users.
Many consumers still consider email to be their preferred channel for receiving brand communications. Much of the data suggests that email has become more important, not less, as a result of the coronavirus pandemic.
Three of the most common key performance indicators (KPIs) for email are still openrate, clickthrough rate and click-to-openrate. But figures from email service and marketing technology providers show variations in those KPIs in North America depending on a variety of factors, including geography, industry, seasonality and the types of email messages being sent.