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Epsilon: U.S. e-mail performance showed mixed Q4 results

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Dallas—A new study by e-mail marketing company Epsilon showed an increase in deliverability and open rates in last year’s fourth quarter, but a drop in click rates when compared with the fourth quarter of 2007.

The study, “Epsilon Q4 2008 E-mail Trends and Benchmarks,” showed that e-mail deliverability to intended mailboxes increased to 94.4% in 2008, from 92.1% in the fourth quarter of 2007. Open rates increased for the third quarter in a row, from 19.6% in the fourth quarter of 2007 to 20.9%

Click rates of links embedded in e-mail messages fell slightly in 2008 to 5.8%, the lowest rate seen to date, according to Epsilon. That compared with 6.1% a year earlier and 10.8% two years earlier.

E-mail pertaining to general-business products and services had a lower-than-average deliverability rate (91.2%) but higher-than-average open rates (28.8%) and click rates (7.8%).

Epsilon’s quarterly analysis is compiled from 7.7 billion e-mails sent by Epsilon last October, November and December across multiple industries on behalf of more than 200 clients.

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