Epsilon’s “Email Trends and Benchmarks” reports a distinct upward trend from last year in key aspects of email marketing. Open rates (up 18.2% from last year), and volume have increased across many US and Canadian companies. On the flip side, stats have gone down from last quarter in regards to deliverability, which suggests isps and esps are tightening their filters in response to higher mail volumes coming in. Another statistic that seems to have gone down is click through rates. Epsilon mentions in the report that “In order to stand out above the rest, today’s email marketers must incorporate best practices to better target and better communicate with their constituents,” which is sound advice formed from solid research.
The report goes on to mention that all the major players in the advertiser realm of email marketing have only increased in open and click rates. Business publishing, consumer products, pharmaceutical, telecom, and travel numbers have gone up, just to name a few. To download the report and view other email research, visit the Email Institute.
