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

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

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