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BtoB

Study: U.S. e-mail performance remains steady

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Dallas—E-mail performance in the first quarter showed slight increases in open rates and deliverability, according to a new study by multichannel marketing company Epsilon.

According to the company’s “Q1 2009 U.S. E-mail Trends and Benchmarks Results,” deliverability remains stable at 94.1%, up from 93.4% in the first quarter of 2008. Open rates increased to 22.1%, from the 19.9% logged in last year’s first quarter; click rates decreased slightly year-over-year, from 6.4% to 6.1%.

The analysis of 6 billion e-mails sent by Epsilon clients across multiple industries revealed that open rates rose for the third quarter in a row, with 12 of the 16 industries measured seeing an increase from the year-earlier period, according to the company.

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