Study: E-mail open and click-through rates up in Q4

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Dallas—E-mail open and click-through rates in North America increased in the fourth quarter of 2009 compared with the year-earlier period, according to marketing services company Epsilon’s “Q4 2009 North America E-mail Trends and Benchmarks Results.”

Fourth-quarter open rates were 22%, up from 20.9% in the fourth quarter of 2008. Click-through rates were up marginally, from 5.8% to 5.9%.

Marketers that use triggers to drive timely campaigns and segmentation to identify and target key audiences and deliver relevant content enjoy the most e-mail success, according to Epsilon.

The quarterly analysis is compiled from more than 7 billion e-mails sent by Epsilon in the fourth quarter across multiple industries and approximately 170 participating clients.

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