Email Volume, Open Rates Rise (Click Rates Continue Slide)

  • August 30, 2012

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, per 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.

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