Epsilon’s “Q2 2009 U.S. E-mail Trends and Benchmarks Results” reported that open rates—the percentage of people who view e-mail with graphics turned on—increased 18.2% in the second quarter, compared with the year-earlier period. Average volume per client increased 10%, while click-through rates remained steady at 5.9%.
The financial services industry logged the highest average open rate, at 35.6% in the second quarter, compared with 28.4% a year earlier. With a 13.4% open rate, retail e-mail was least likely to be opened, according to the study.
Epsilon’s analysis was compiled from 6.5 billion e-mails sent by the company in the second quarter across multiple industries and approximately 200 clients.