Email volume increased 11.6% in the first quarter of 2013 compared with the first quarter of 2012, and unique open rates increased 9.7%, according to a recent benchmark report by Experian Marketing Services.

The report, based on analysis of Experian Marketing Services clients’ email programs over the past two years, also found that unique click rates matched those of 1Q12 and revenue per email held steady year over year at $0.12.

Below, additional key findings from the Experian Marketing Services Q1 2013 Email Benchmark Study.

1Q13 vs. 4Q12

  • Transaction rates and revenue per email fell as expected in the first quarter of 2013 compared with the fourth quarter 2012 holiday season.
  • Total and unique click rates rose 8% in 1Q13 compared with 4Q12. 

Year-Over-Year Volume Variance by Industry

  • Multichannel retailers had the highest gain in email volume, as 70% of brands increased mailings in 1Q13 compared with 1Q12.
  • Though cruise lines and hotels had increases in volume, the results for the travel industry overall were actually mixed; only 50% of all brands in the category had year-over-year volume increases.

Quarter-to-Quarter Volume Variance by Industry

  • There was an across-the-board email volume drop in 1Q13 compared with 4Q12, as expected after the high volumes of the holiday season.

About the research: The report was based on an analysis of data from Experian Marketing Services clients’ email programs over the past two years.

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Email Volume and Open Rates Up: Benchmark Report

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image of Ayaz Nanji

Ayaz Nanji is a writer, editor, and a content strategist. He is a co-founder of ICW Media and a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji