Open Rates Increase for the Third Consecutive Quarter
Dallas, Texas – April 7, 2009 - Epsilon today released its Q4 2008 U.S. Email Trends and Benchmarks Results which shows an increase in deliverability and open rates.
The quarterly analysis is compiled from 7.7 billion emails sent by Epsilon in October, November and December 2008, 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, "With a boost from holiday shopping in the retail sector in the fourth quarter, email marketing remains a highly effective method for driving customer engagement.”
Survey Highlights:
- Deliverability increased slightly from this same time last year (93.1% in 2007 to 94.4% in 2008).
- Average volume per client decreased 19% from last year due to aggressive holiday marketing to more targeted customers.
- Open rates increased for the third quarter in a row (to 20.9%); and is up almost 6% from this same time last year.
- Business Publishing/Media, Business products and services and Financial Services CC/Banks saw an increase in all three major metrics – deliverability, opens and clicks – compared to last year.
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