First Quarter Email Open Rates Increase 4.2%
Email open rates increased 4.2 percent in the first quarter of 2011 over the first quarter of 2010, according to the Q1 2011 North America Email Trends and Benchmarks Results report released by Epsilon and the Direct Marketing Association’s Email Experience Council. Five of the 13 reported industries saw at least a 5 percent increase in open rates compared to the same quarter last year.
The quarterly analysis was compiled from 7.1 billion emails sent by Epsilon in January, February and March across multiple industries and approximately 140 participating clients. The analysis combines data from both of Epsilon’s proprietary platforms, DREAM and DREAMmail.
Additional report highlights include the following:
- Open rates (23.3 percent) increased 5.6 percent between this year's first quarter and the fourth quarter of 2010.
- The average clickthrough rate was 5.9 percent, a slight decrease from the same time last year (6.0 percent).
- Coming out of the holiday season, the average volume per client increased 5.7 percent versus last year's fourth quarter and a whopping 39.2 percent over the same quarter last year.
- Click to conversion rates decreased 4.7 percent over last quarter but increased 26.5 percent over the same quarter last year. The average conversion rate of 3.0 percent in the first quarter of 2011 is the highest over a two-year period, confirming that email continues to be a strong channel for revenue.
- Messages categorized as "service" had the highest open (37.5 percent) and clickthrough rates (7.9 percent).