Epsilon and the Email Experience Council released the Q1 2010 North America Email Trends and Benchmarks Results. The email channel remains a valuable means of communication for both marketers and consumers alike. With consistent performance in the early part of 2010, email will continue to be a crucial component of multichannel marketing campaigns that drive a more engaged customer. The best way to take advantage of this tool is to listen to customers – understand their preferences, behavior, wants and needs. With all of this relevance drawn from customer intelligence, communications can be tailored and delivered across channels to drive desired behavior for marketers and provide the most relevant information for consumers.
The quarterly analysis is compiled from 6 billion emails sent by Epsilon in January, February and March 2010, across multiple industries and approximately 160 participating clients. The analysis combines data from both of Epsilon’s proprietary platforms, DREAM and DREAMmail.
Report Highlights:
• Open rates remain strong at 22.4%, increasing 1.1% from Q1 2009. Eight of the thirteen industries had an increase in open rates over Q1 2009.
• The average click rate is 6.0%, up slightly from the previous quarter (Q4 2009).
• Nearly 61% of emails delivered by Epsilon were categorized as Marketing messages.
• Services messages had the highest open (41.1%) and click (6.8%) rates.
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Click here for the previous Quarter's benchmarks.