Email Open Rates Increase Again

Email open rates have increased for the fourth quarter in a row, according to a quarterly email trend report from Epsilon, with 14 of the 16 industries measured seeing an open rate increase over the second quarter of 2008.

The quarterly analysis was compiled from 6.5 billion emails that were sent by the Dallas-based marketing services firm this past April, May and June to 200 clients across multiple industries. The analysis combines data from both of Epsilon’s proprietary platforms, DREAM and DREAMmail. DREAM is Epsilon’s multichannel marketing application, and DREAMmail is its email marketing platform.

Additional highlights from the report include the following:

  • open rates increased 18.2 percent from Q2 2008;
  • at 5.9 percent, clickthrough rates remained stable from Q2 2008;
  • seven of the 16 industries measured saw increases in all three metrics — opens, clicks and nonbounce rate — compared to the previous year; and
  • none of the industries measured saw declines across all three metrics.

Target Marketing covers all direct response media, including direct mail, e-mail, telemarketing, space advertising, the Web and direct response TV, and gives readers insight into such subjects as using databases and lists effectively, acquiring new customers, upselling and cross-selling existing customers, fulfillment strategies and more. The publication was acquired by Adweek in September 2020.
Publish date: October 9, 2009 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT