E-mail open rates continue to rise

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Dallas—E-mail open rates increased for the fourth quarter in a row, with 14 of 16 industries seeing an increase in the second quarter compared with the same period last year, according to marketing services company Epsilon.

Epsilon’s “Q2 2009 U.S. E-mail Trends and Benchmarks Results” reported that open rates—the percentage of people who view e-mail with graphics turned on—increased 18.2% in the second quarter, compared with the year-earlier period. Average volume per client increased 10%, while click-through rates remained steady at 5.9%.

The financial services industry logged the highest average open rate, at 35.6% in the second quarter, compared with 28.4% a year earlier. With a 13.4% open rate, retail e-mail was least likely to be opened, according to the study.

Epsilon’s analysis was compiled from 6.5 billion e-mails sent by the company in the second quarter across multiple industries and approximately 200 clients.

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