According to Epsilon, email open and click rates experienced year-over-year increases in Q309 vs. Q308 as the industry headed into the traditionally busy holiday season.
The Q309 North America
Email Trends and Benchmarks study revealed that email open rates increased from 19.8% in Q308 to 22.0% in Q309 while 12 of the 16 industries Epsilon tracks had an increase in open rates over Q308.
Click rates were 6.2%, an increase of 5.1% from the same time last year (5.9%), the analysis found.
Emails from consumer products companies enjoyed the highest click rates in Q309 among
industries measured.
Additional Q3 findings:
- The average volume per client increased 7.5% from Q308
- The non-bounce rate dropped slightly from Q209 (93.5%
compared with 94.1%), but was virtually unchanged from Q308 (93.6%)
- Six of the 16 industries measured saw an increase in all three metrics - opens, clicks and non-bounce rate -
compared with last year
- The retail landscape improved greatly compared with Q308. Of the four retail subcategories, 11 of the 12 metrics increased compared with Q3 of last
year
- Emails from financial services companies continued to enjoy the highest open rates among industries measured
Kevin Mabley, SVP of strategic & analytic
consulting at Epsilon, said "... timely, relevant offers that reflect customer preferences and behavior will drive the most opens, clicks and conversions... "
Additionally in the
report, Epsilon quotes an earlier-this-year study from Return Path that, showed that 84% of permission-based emails sent in the U.S. and Canada during the first half of 2009 reached in-boxes.
For additional information from Epsilon, please visit
here.