Email open rates rise: Epsilon study
This entry was posted on 10/21/2009 4:43 PM and is filed under Email Marketing.
Marketing e-mail open rates were up 18.2% year-over-year for the second quarter, according to a report by Epsilon that was released October 6. The period was the fourth consecutive one that open rates increased.
Fourteen
out of 16 industries measured saw a jump in opens, with pharmaceuticals
and financial services seeing the greatest growth, with 6.3% and 7.2%
year-over-year rises, respectively.
The report also found that overall click rates remained the same - 5.9% - as in 2008.
The
study helps to justify the e-mail marketing channel as a whole in terms
of return on investment, explained Kevin Mabley, SVP of strategic and
analytic consulting for Epsilon.
