Epsilon Deliverability Higher than Industry Average
Dallas-based Epsilon released its third quarter 2009 North America E-mail Trends and Benchmarks Results, which show an increase from third quarter 2008 in both open and click rates.
The quarterly analysis is compiled from more than 6 billion e-mails sent by Epsilon in July, August and September, across multiple industries and approximately 200 clients. The analysis combines data from both of Epsilon's proprietary platforms, DREAM and DREAMmail.
Report highlights include:
• Open rates increased from 19 percent in third quarter 2008 to 22 percent in third quarter 2009. Twelve of the 16 industries had an increase in open rates over third quarter 2008.
• Click rates were 6.2 percent, an increase of 5.1 percent from the same time last year (5.9 percent).
• Average volume per client increased 7.5 percent from third quarter 2008.
• Six of the 16 industries measured saw an increase in all three metrics—opens, clicks and non-bounce rate—compared to last year.
• The retail landscape improved greatly compared to third quarter 2008. Of the four retail subcategories, 11 of the 12 metrics increased compared to the third quarter of last year.
In addition, a study from Return Path, a leader in e-mail reputation services, showed that 84 percent of permission-based e-mails sent in the United States and Canada during the first half of 2009 reached inboxes. Epsilon's client base had significantly higher deliverability than the industry benchmark with 91 percent in third quarter 2009.
For more information, visit www.epsilon.com/pr/Q309emailbenchmarks.