Q1 2011 North American Email Trends and Benchmarks
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Epsilon and the Direct Marketing Association’s Email Experience Council released the Q1 2011 North America Email Trends and Benchmarks Results which show a 4.2% increase in open rates over Q1 2010 and a 39.2% increase in average volume per client from Q1 2010.
The quarterly analysis is compiled from 7.1 billion emails sent by Epsilon in January, February and March 2011, across multiple industries and approximately 140 participating clients. The analysis combines data from both of Epsilon’s proprietary platforms, DREAM and DREAMmail.
• Open rates (23.3%) increased both quarter over quarter (by 5.6%) and year over year (by 4.2%). Five of the thirteen reported industries saw at least a 5% increase in open rates over Q1 2010.
• The average click rate is 5.9%, a slight decrease from the same time last year (6.0%).
• Coming out of the holiday season, the average volume per client increased only slightly by 5.7% from Q4 2010 yet saw a significant increase of 39.2% over the same quarter last year.
• Click to conversion rates decreased 4.7% over last quarter but increased 26.5% over the same quarter last year. The 3.0% conversion rate is the strongest over a three year period, confirming that email continues to be a strong channel for revenue.
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