Email open rates, average volume both increase

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Dallas—Email open rates increased by 7.8% in the third quarter compared with the year-earlier period, even as the average volume increased from the previous year by 14.9%, according to a new report from marketing company Epsilon and the Direct Marketing Association.

According to the “Q3 2011 Email Trends and Benchmarks” report, click rates of 5.5% have remained steady over the last two years. The study is based on 5.7 billion emails sent by Epsilon clients in July, August and September.

“A nearly 8% rise in open rates year-to-year, even as volumes go up, is a big deal,” said Ali Swerdlow, director of DMA's Email Experience Council, in a statement. “Email is a mature channel, so an improvement on that scale indicates better marketer practices for subject lines and preview panes.”

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