Email Conversion Rates Rising, Report Finds
Email conversion rates in the fourth quarter of 2010 were the highest they've been in over two years, according to the North America Email Trends and Benchmarks Results, a quarterly report from the Email Experience Council and Epsilon. The average conversion rate in last year's fourth quarter (2.9 percent) increased 16.1 percent versus the fourth quarter of 2009.
The report analyzed 7.4 billion emails sent by Epsilon, including nearly 150 participants leveraging Epsilon's DREAM and DREAMmail platforms from October through December of last year.
"Although volumes hit record highs for the season, response rates remained quite stable, again proving that email marketing is an effective tool to reach people while they're in the market for a particular product or service," said Kevin Mabley, senior vice president of strategic and analytic consulting at Epsilon, in a joint press release. The report also revealed the following:
- a 5 percent increase in open rates over the two-year period;
- the average clickthrough rate for the fourth quarter of 2010 was 5.1 percent;
- average volume per client increased from last year's third quarter to 34.3 percent;
- volume increased 18.5 percent compared to the same quarter in 2009;
- conversion rates increased 11.3 percent over last quarter; and
- messages categorized as service messages had the highest open (38.2 percent) and clickthrough rates (8.0 percent) of any email category.
These findings indicate that email marketers invested more heavily in the channel and saw better results during the 2010 holiday season.