Email campaign volumes and open rates improved in the fourth quarter of 2011: Average email volumes per client grew 21.0% over levels recorded a year earlier, while average open rates increased 12.2% year over year, according to a report by Epsilon and the Direct Marketing Association's Email Experience Council.
On a quarterly basis, average email campaign volumes increased 41.5% in the fourth quarter (the critical holiday shopping season) over 3Q11 levels.
Below, key findings from the Q4 2011 North America Email Trends and Benchmarks Results, by the Epsilon and the Direct Marketing Association's Email Experience Council, based on the analysis of 8.5 billion emails sent during the fourth quarter of 2011.
Some key findings from the fourth quarter:
- On average, 24.8% of emails were opened during the fourth quarter, up 1.0 percentage point (or 4.2%) from the previous quarter.
- Click rates fell 0.3 points, to 5.2% in 4Q11, from 5.5% in 3Q11.
- Non-bounce rates fell slightly (0.2 points), from 96.5% in 3Q11, to 96.3% in 4Q11.