E-mail click rates improve

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Dallas—While e-mail message open rates remain virtually unchanged, click rates have shown slight recent improvement, according to a new study of e-mail marketing campaigns by multichannel marketing company Epsilon and the Direct Marketing Association's E-mail Experience Council.

According to the organizations' "Q3 2010 North America E-mail Trends and Benchmarks Results," the average open rate in this year's third quarter remained at 22%, about where it's been for the past two years. The click rate of commercial e-mail messages was 5.4%, up from 5.2% in the second quarter of the year, the study reported.

Service messages, such as those reporting transactions, had the highest open rates at 37.3%, while messages containing editorial content had the highest click rates, at 7.4%.

The quarterly analysis is compiled from 5.4 billion e-mails sent by Epsilon in July through September across multiple industries and approximately 150 participating clients.

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