Email Volume, Open Rates Rise (Click Rates Continue Slide)
Both email volume (+10%) and open rates (+1.5%) increased during the second quarter of 2012 vs. the same quarter a year ago, according to just-released estimates from the Experian CheetahMail email benchmark report.
The travel and consumer products/services categories reported the largest increases, with 41% and 19% gains, respectively.
Media/entertainment emails also reported a double-digit increase (+17 percent).
Sequentially, total email industry volume grew only 2% from the first quarter of 2012, according ot the report.
"While click rates continued to show a year-over-year decline, there is some evidence that the rates are stabilizing," stated Regina Gray, vice president of strategic services, Experian CheetahMail.