Email Still on a Roll Through Third Quarter
ADOTAS – Whether we’re still in a recession or not depends on who you ask — Fed Chair Ben Bernanke likes what he sees while the double-digit percentage of unemployed Americans aren’t real thrilled these days. Most in the advertising industry have noticed a snapback, and even the one little sector that could during the downturn seems to still be chugging.
Data compiled from 6 million emails sent by Epsilon in July show an increase in open rates from 19.8% in third quarter 2008 to 22.0% in third quarter 2009. Click rates also jumped to 6.2% from 5.9% the year before.
Retail showed the strongest improvement year over year, with 11 of Epsilon’s 12 subcategories posting gains. Six of the 16 industries Epsilon tracks showed improvements in the three major metrics: opens, clicks and non-bounce rates.
Apparently Epsilon’s customers took note of the sector’s resilience — average volume per client increased by 7.5% in the third quarter over the year before. And Epsilon boasted a 91% deliverability rate, higher than the industry average of 84% recorded by Return Path.
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