Study: E-mail open and click-through rates increased in Q3

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Dallas—E-mail open and click-through rates in North America increased in the third quarter, compared with the year-earlier period, indicating a higher degree of message relevance.

The study, "Q3 2009 North American E-mail Trends and Benchmarks Results," conducted by marketing services company Epsilon in analyzing the e-mail campaigns of its clients, found that open rates increased 11% in the third quarter compared with the same period in 2008, from 19.8% to 22%.

Click-through rates increased 5.1% year-over-year, inching up to 6.2% from 5.9%.

Epsilon's quarterly analysis is compiled from some 6 billion e-mails sent by the company in July, August and September across multiple industries on behalf of some 200 clients.

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