E-mail Marketing Performance Holding Up in 2009
E-mail marketing performance remained stable through the first quarter of 2009, according to a new study from Epsilon, with an increase in open rates for the third quarter in a row.
Open rates were 22.1 percent for the quarter, climbing 11.2 percent over the first quarter of 2008. Click rates increased to 6.1 percent, a 4.1-percent increase over Q1 2008. And deliverability improved slightly from 93.4 percent to 94.1 percent in the same period.
"Coming off 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," said Kevin Mabley, senior vice president of strategic services for 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.
The quarterly analysis, titled "Q1 2009 Email Trends and Benchmarking Results," is compiled from 6 billion e-mails sent by Epsilon in the first three months of the year across multiple industries and on behalf of more than 200 companies.