Epsilon's Q1 Results Show E-mail Remains Stable8 Jul, 2009 Response This Week
DALLAS – First-quarter 2009 results in the U.S. E-mail Trends and Benchmark Results report released by Epsilon this week show an increase in open rates for the third quarter in a row. Of the 16 industries examined, 12 had a measured increase in open rates when measured against first-quarter 2008.
Epsilon’s analysis is compiled from 6 billion E-mails sent by the company in the first three months of the year across multiple industries and more than 200 clients.
“Coming off of the holiday season and facing a challenging economy at the start of the year, E-mail marketing continues to perform well and provide stable results,” says Kevin Mabley, senior vice president of strategic services at Epsilon. “The clients who continue to see strong results are those that segment their subscriber base and deliver timely, relevant information. Likewise, more companies are using triggers and transactions to drive highly targeted messages and these companies tend to outperform their peers.”
Also according to the survey, deliverability went up just slightly from 93.4 percent in first-quarter 2008 to 94.1 percent first-quarter this year. In addition, open rates increased 4 percent from last quarter to 6.1 percent.
Industry verticals that saw an increase from last year in all three major metrics – deliverability, opens and clicks – included business products and services, consumer package goods, pharmaceutical, telecom and general retailers.