Open Rates Up 11.2% from Same Time Last Year
DALLAS, TX — July 8, 2009 — Epsilon today released its Q1 2009 U.S. Email Trends and Benchmarks Results which show an increase in open rates for the third quarter in a row, with 12 of the 16 industries measured seeing an increase over Q1 2008.
The quarterly analysis is compiled from 6 billion emails sent by Epsilon in January, February and March 2009, across multiple industries and more than 200 clients. The analysis combines data from both of Epsilon’s proprietary platforms, DREAM and DREAMmail.
According to Kevin Mabley, Senior Vice President of Strategic Services, Epsilon, "Coming off of the holiday season and facing a challenging economy at the start of the year, email marketing continues to perform well and provide stable results. The clients who continue to see strong results are those that segment their subscriber base and deliver timely, relevant information. Likewise, more companies are using triggers and transactions to drive highly targeted messages and these companies tend to outperform their peers.”
- Deliverability continues to remain stable at 94.1%, up from 93.4% in Q1 2008.
- Open rates increased to 22.1%, up 11.2% from the rate of 19.9% in Q1 2008.
- Click rates increased 4.0% overall from last quarter to 6.1%.
- Business Products and Services, Consumer Packaged Goods, Pharmaceutical, Telecom and General Retail all saw an increase in all three major metrics – deliverability, opens and clicks – compared to last year.
- None of the industries measured saw a decline across all three metrics.
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