E-mail Deliverability, Open Rates Increased in Q4
Though not much else increased during the dreadful fourth quarter of 2008, at least more marketing e-mails got delivered and were opened. That was among the most noteworthy findings from Epsilon’s Q4 e-mail trends report.
Here are the highlights from the survey:
- deliverability increased slightly from Q4 of last year, 93.1 percent to 94.4 percent;
- average volume per marketer decreased 19 percent from last year due to holiday marketing to more targeted customers;
- open rates increased for the third quarter in a row to 20.9 percent, rising by nearly 6 percent from the same time last year; and
- business publishing/media, business products and services, and credit cards/banks all saw increases in deliverability, open rates and clickthroughs compared to last year.
Epsilon’s quarterly analysis is compiled from 7.7 billion e-mails the data company sent out last October, November and December across multiple industries to more than 200 clients. The analysis combines data from Epsilon’s proprietary platforms, DREAM and DREAMmail.
For information, go to www.epsilon.com/pr/Q4emailbenchmarks.