Email volume up along with open rates

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Dallas—Email volume increased in the first quarter of the year compared with the year-earlier period; open rates—along with other key email metrics—rose as well, according to a report from multichannel marketing company Epsilon and the Direct Marketing Association. According to “Q1 2012 North America Email Trends and Benchmarks,” email volume increased 21.4% in the quarter over the year-earlier period. Despite the added volume, open rates also increased 12.6%, and now reflect an overall 26.2%. Nonbounce rates remained strong, at 96.5%. The number of triggered email messages grew 14.5%, accounting for 2.3% of total email volume, the study found. Open rates for triggered messages were 75.0% higher than nontriggered messages, with 119.0% stronger click rates. The study is based on an analysis of 7.1 billion emails sent by Epsilon on behalf of about 150 participating clients in the first quarter of the year across multiple industries.
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