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BizReport : Email Marketing : June 07, 2011

Epsilon: 3% email conversion rate strongest for 2 years

Many would have you think that email is passé, but a new study from email marketing firm Epsilon and the Direct Marketing Association's Email Experience Council (EEC) found there's no sign from marketers of email volumes dropping.

by Helen Leggatt

epsilon_logo.pngOver the course of the past year marketers have increased their average email volume by 39%, illustrating their ongoing confidence in the channel.

The Epsilon/EEC study also found that recipients are still interested in receiving email with a rise of 4.2% in email open rates to 23.3% in the first quarter of 2011, compared with Q1 2010.

"The increased volume didn't come at the expense of open rates." said Yoram Wurmser, Direct Marketing Association, Director of Marketing and Media Insights. "For a mature channel, that's impressive and indicates that email continues to have potential for continued strong growth."

However, click-through rates decreased, albeit by a small amount (0.1%) to 5.9%. So, too, did click to conversion rates dropping 4.7% over last quarter but increasing 26.5% over the same quarter last year.

According to Epsilon, "the 3.0% conversion rate is the strongest over a two year period, confirming that email continues to be a strong channel for revenue".

"Email volumes continue to increase with a jump of nearly forty percent from the same time last year. Despite the increase in messages, email marketing remains a critical and effective communications tool that drives revenue, consumer engagement and brand loyalty," said Judy Loschen, Vice President of Digital Analytics at Epsilon.

Tags: email marketing, email metrics, email trends, marketing trends

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