Epsilon: More consumers opening, clicking emails

Whether in the market for a new computer or new shoes, email marketing is making a comeback with consumers. According to Epsilon's Q1 2009 report, email deliverability remains high at 94% with open rates up to 22% around the world.

by Kristina Knight

The report, US Email Trends and Benchmarks, finds that 59% of email messages in the Asia Pacific region resulting in an offline purchase and 53% of North American messages leading to offline purchases. In Europe, 37% of email messages result in an offline purchase.

Much of this is because email marketers are becoming more savvy about how, when and what to market. Rather than blindly sending a message to the list, marketers are segmenting more messages and delivering information in a timely and relevant manner, according to the report.

Other interesting findings include:

• Open rates increased 11% in Q1 2009
• Click through rates increased 4$ to reach 6.1%
• Click through rates, open rates and deliverability increased for the CPG, pharma, business products and general retail segments

But there is still ground to be gained. Metrics firm eROI found that more than one-third of email marketers continue not to test email messages and campaigns, a startling trend based on the availability of testing products available.

Tags: click through rate, email, email click through, email deliverability, email marketing, email messages, email open rates, Epsilon, eROI