Marketers' Q1 email volume skyrockets

Share this content:

Marketers increased their average email volume by 39% in the first quarter, compared with the prior year, according to a study from email marketing company Epsilon and the Direct Marketing Association's Email Experience Council (EEC).

Epsilon and the EEC also found that the average email open rate increased 4% year-over-year to 23.3% in the first quarter. Despite that, click-through rates fell slightly – 0.1% - to 5.9%, compared with Q1 2010.

“One explanation for not seeing an increase in click rates, as we do in open rates, could be that the amount of messages…that consumers are receiving causes them to be more selective in what they are clicking through on. That increases the importance of focusing on the customer experience that your program offers,” said Judy Loschen, VP of digital analytics at Epsilon, via email.

The study also found that emails categorized as marketing messages dropped 8% quarter-over-quarter to 66.7%, although marketing emails delivered a 20.3% click-to-open rate in Q1. Loschen said the two results demonstrate that brands are sending educational and editorial messages instead of only marketing messages.

“One conclusion for direct marketers from this data is that your email program should not just focus on offers and sales. It should also focus on educational value propositions from your brand to keep your customers engaged with the channel and your brand," she said.

The organizations based the study on 7.1 billion emails sent by about 140 North American Epsilon clients.


Next Article in Email Marketing

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