E-mail Marketing Performance Holding Up in 2009
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E-mail marketing performance remained stable through the first quarter of 2009, according to a new study from Epsilon, with an increase in open rates for the third quarter in a row.
Open rates were 22.1 percent for the quarter, climbing 11.2 percent over the first quarter of 2008. Click rates increased to 6.1 percent, a 4.1-percent increase over Q1 2008. And deliverability improved slightly from 93.4 percent to 94.1 percent in the same period.
“Coming off the holiday season and facing a challenging economy at the start of the year, e-mail marketing continues to perform well and provide stable results,” said Kevin Mabley, senior vice president of strategic services for Epsilon.
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