Dallas—Email open rates continue to increase, driven by growing use of mobile devices, according to a new report from multichannel marketing company Epsilon.
According to Epsilon's “Q1 2013 North America Email Trends and Benchmarks” report, email open rates increased 13.5% in the first quarter compared with the fourth quarter of last year. Open rates in the first quarter were up 18.6% compared with the year-earlier period.
Epsilon's study also showed a strong increase in the number of triggered messages, which grew 41.1% compared with the first quarter of last year.
Epsilon's quarterly analysis is compiled from 6.1 billion emails sent by about 150 Epsilon clients from January through March across multiple industries.