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BtoB

Study: Despite increased volume, email open rates increase

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Dallas—Even as email volume has grown dramatically over the past year, open rates and click-to-conversion rates also have been rising, according to a study by email service provider Epsilon and the Direct Marketing Association. According to the “Q1 Email Trends & Benchmarks Report,” developed with DMA's Email Experience Council, average volume per Epsilon client in the first quarter of this year rose 39.2% over the year-earlier period. Nevertheless, the average first-quarter open rate for 7.1 billion emails was 23.3%, a 4.2% increase over the year-earlier period. The click-to-conversion rate in the first quarter, at 3.0%, was the strongest in two years, according to the report, and represented a 26.5% year-over-year increase.
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