New York, NY, March 10, 2011 — The Direct Marketing Association’s Email Experience Council and Epsilon today released the Q4 2010 North America Email Trends and Benchmarks Results, which show an increase in conversion rates of 16.1 percent over Q4 2009. The 2.9 percent conversion rate is the strongest over a two-year period.
The quarterly analysis is compiled from 7.4 billion emails sent by Epsilon in October, November, and December 2010, across multiple industries and approximately 150 participating clients. The analysis combines data from both of Epsilon’s proprietary platforms, DREAM and DREAMmail.
Report Highlights:
- Open rates (22.1 percent) saw little change over the two-year period, increasing 5 percent from the same time two years ago. Four of the thirteen reported industries saw an increase in open rates over Q4 2009.
- The average click rate is 5.1 percent, a decrease from the same time last year (5.9 percent).
- The average volume per client increased 34.3 percent from Q3 2010 with a big push during the holiday season. Volume also increased 18.5 percent over the same quarter last year.
- Conversion rates increased 11.3 percent over last quarter and 16.1 percent over last year. The 2.9 percent conversion rate is the strongest over a two-year period.
- Messages categorized as Service messages had the highest open rates (38.2 percent) and click rates (8.0 percent).
