Q1 2012 North American Email Trends and Benchmarks
Seamlessly Connect Marketing Initiatives
Epsilon and the Direct Marketing Association’s Email Experience Council released the Q1 2012 North America Email Trends and Benchmarks which show a steady increase in open rates over both Q4 2011 and Q1 2011.
The report also shows a 23.9% decrease in average volume per client from the previous quarter, which is typical following the holiday email surge in late Q4, but shows an increase from Q1 2011 (21.4%).
The quarterly analysis is compiled from 7.1 billion emails sent by Epsilon in January, February and March 2012, across multiple industries and approximately 150 participating clients. The analysis combines data from both of Epsilon’s proprietary platforms, DREAM and DREAMmail.
• Open rates increased quarter over quarter (5.9%) and increased year over year (12.6%), with an overall open rate of 26.2%.
• Non-bounce rates remained strong at 96.5%.
• Click rates decreased 0.5 percentage points (8.3% overall) from last quarter to 4.7%. Click rates also decreased over Q1 2011 (5.2%), but continue to remain established over the last two years.
• Average volume per client decreased by 23.9% over last quarter, but showed an increase over Q1 2011 (21.4%).
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