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Study: 2008 open rates steady, as click rates rise

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Irving, Texas—E-mail deliverability and open rates were steady during the first three quarters of 2008, with click-through rates up a bit, according to a new study by e-mail marketing company Epsilon.

The “Epsilon Q3 2008 Email Trends and Benchmark Study” noted that deliverability declined in the third quarter of 2008 to 93.6%, compared with 94.9% in the second quarter. Nevertheless, deliverability has remained in that general range since mid-2006, the company reported, and e-mail open rates have remained around 20% over the first three quarters of 2008.

Click rates rose a bit in the third quarter, to 5.9% from 4.7% in the previous quarter. However, click rates were down 8.2% from the same period in 2007 and slipped 18.2% from two years earlier.

For e-mail within the business products and services sector, all performance figures were below the overall average: 91.3% deliverability, 19.4% open rate and 4.7% click rate.

The Epsilon study was compiled from 6.2 billion e-mails sent in the third quarter across multiple industries by more than 200 Epsilon clients.

—Christopher Hosford

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