WebProNews

For the fourth quarter in a row email open rates were up across a number of industries, according to a new report by direct marketing firm Epsilon.

Open rates increased 18.2 percent from the second quarter of 2008 with click rates (5.9%) remaining stable.

The quarterly analysis was compiled from 6.5 billion emails sent by Epsilon in April, May and June 2009, across multiple industries and 200 clients.

Average volume per client rose 10 percent from last quarter and 20 percent year-over-year.

Seven of the sixteen industries measured saw an increase in opens, clicks and non-bounce rates compared to the previous year. None of the industries measured saw a decline across all three metrics.

Our research has shown that while email marketing volumes have increased substantially, email remains a highly-effective channel for communication," said Kevin Mabley, Senior Vice President of Strategic & Analytic Consulting, Epsilon.

"The top performers are those taking advantage of lifecycle triggers to send timely, relevant emails. These marketers are capturing preferences, both explicit through preference centers and opt-in pages and implicit such as web activity, response and engagement activity. With this data, they are able to deliver targeted, relevant content to each individual consumer."