Report: Email volume rises 13% in Q3

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New York—Overall email volume increased by 12.7% in the third quarter compared with the year-earlier period, and unique open rates rose 6.0%, according to a new report by Experian Marketing Services. The study revealed in particular a rise in open rates when a brand's name was included in the subject line of transactional emails, such as shipping and order confirmations, order cancellations and return confirmations. In addition, unique click rates for shipping confirmations rose 13.5% when they featured some form of personalization, compared with 8.3% without personalization. Among other metrics tracked, invitations to join loyalty programs when sent along with order or shipping confirmations prompted click rates to rise as much as 26.0%.
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