Email marketing riding the crest of a wave
Thursday, December 8th 2011 by Kate Billinghurst
Results from an email marketing survey have revealed that levels of open rates in the third quarter of 2011 have increased over both the previous quarter and the previous year as a whole.
The good news comes from the Direct Marketing Association 19s (DMA) Email Experience Council and Epsilon who revealed the trends in their Email Trends and Benchmarks Results report.
It will undoubtedly please internet marketing consultants who use email as part of their managed emarketing strategy, specifically the 7.1 per cent increase in open rates from the previous quarter of 2011.
The report also showed an ever bigger increase of 7.8 per cent since the third quarter of 2010. Managed pay per click services will have had a less joyous year however with click rates remaining fairly stable at 5.5 per cent although, that said, the average volume per client did increase from the previous year by 14.9 per cent.
Judy Loschen, vice president of digital analytics at Aspen Marketing Services, a division of Epsilon, said: "While email marketing performance remains strong, incorporating best practices will ensure an increase in customer engagement and drive desired behaviours."
The quarterly report is compiled from around 5.7 billion emails sent globally by Epsilon in July, August, and September of 2011. This takes into account multiple industries as well as approximately 140 participating clients from both of Epsilon 19s proprietary platforms, DREAM and DREAMmail
Ms Loschen added: "As email continues to mature as a marketing channel and is often used with other mediums, it 19s key for marketers to leverage customer data and to dive deeper into testing in order to deliver clear and relevant messaging that drives loyalty, engagement and action."
As well as the initial conversion to websites which performed well via email marketing, non-bounce rates also remained strong which will please firms. Rates remained strong quarter over quarter and year over year, currently standing at 96.5 percent.
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