E-mail study: Q4 conversion rates rise 16.1%

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New York—Conversion rates of commercial e-mail campaigns increased an average of 16.1% in the fourth quarter of 2010, compared with the same period a year earlier, for the strongest conversion rate (2.9%) in two years, according to a new study from the Direct Marketing Association and e-mail marketing company Epsilon Data Management.

According to the companies' “Q4 2010 E-mail Trends and Benchmarks” report, open rates (22.1%) and click rates (5.1%) saw little change. Service messages had the highest open rates (38.2%) and click rates (8.0%).

The analysis was compiled from 7.4 billion e-mails sent by Epsilon in 2010's fourth quarter by some 150 clients across multiple industries.

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