Epsilon: Q2 marketing e-mail opens up 18% over 2008

Share this content:

Marketing e-mail open rates were up 18.2% year-over-year for the second quarter, according to a report by Epsilon that was released October 6. The period was the fourth consecutive one that open rates increased.

Fourteen out of 16 industries measured saw a jump in opens, with pharmaceuticals and financial services seeing the greatest growth, with 6.3% and 7.2% year-over-year rises, respectively.

The report also found that overall click rates remained the same - 5.9% - as in 2008.

The study helps to justify the e-mail marketing channel as a whole in terms of return on investment, explained Kevin Mabley, SVP of strategic and analytic consulting for Epsilon.

“Marketers are realizing that e-mail is a highly ROI-positive channel and that they can quickly get a read on whether their campaigns are successful,” he said. “So more and more of them are allocating budget dollars toward the channel.”

Mabley added that pharma and finance saw an increase in opens this year because marketers in those verticals are more often communicating direct to the consumer.

“Previously, pharma companies were more about TV, branding and sales reps, but now they're delving more into digital e-channels to more effectively reach their targets,” he said. Mabley added that financial services firms are using more triggered campaigns and service messages.

Marketers are also sending more marketing e-mails, according to the report. The average volume per client increased 10% from Q1 2009 and 20% from Q2 2008.

The study was compiled from 6.5 billion e-mails sent by Epsilon between April and June across 16 industries and approximately 200 clients.

Mabley predicts that, as in years past, retailers will increase their e-mail marketing volume in Q4 due the holidays.

Sign up to our newsletters

Company of the Week

USAData helps businesses find new customers and grow their current customers through a combination of data and digital marketing services, and easy-to-use SaaS technology products. We enrich customer data so businesses can more effectively target and communicate with customers, and connect them with their best look-alike prospects through digital and traditional channels. We make it easy through simple, self-serve applications and APIs, as well as through full-service programs managed by our Data and Digital experts. 

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above