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.