Compared to 2008 many industries are noting that email open rates have gone up this year. In fact, a recent report indicates that opening rates are currently 18% higher than the same quarter last year. So the question is why?
Some speculate that this is because businesses have figured out when to send out emails in a timely manner and to focus on relevance to what’s hot in their specific niche at the time.
Perhaps a different perspective could be that these same industries are also embracing social media and improving their communication highway with their customers and partners. After all, social media is an excellent way of understanding what is at the top of your customers minds. What are their most current needs and obstacles.
It’s time to be completely aware of the latest trends and even strategize to create trends just as the fashion industry is so smart in doing.
Here is the original article from WebProNews:
For the fourth quarter in a row email open rates were up across a number of industries, according to a new report by direct marketing firm Epsilon.
Open rates increased 18.2 percent from the second quarter of 2008 with click rates (5.9%) remaining stable.
The quarterly analysis was compiled from 6.5 billion emails sent by Epsilon in April, May and June 2009, across multiple industries and 200 clients.
Average volume per client rose 10 percent from last quarter and 20 percent year-over-year.
Seven of the sixteen industries measured saw an increase in opens, clicks and non-bounce rates compared to the previous year. None of the industries measured saw a decline across all three metrics.
Our research has shown that while email marketing volumes have increased substantially, email remains a highly-effective channel for communication,” said Kevin Mabley, Senior Vice President of Strategic & Analytic Consulting, Epsilon.
“The top performers are those taking advantage of lifecycle triggers to send timely, relevant emails. These marketers are capturing preferences, both explicit through preference centers and opt-in pages and implicit such as web activity, response and engagement activity. With this data, they are able to deliver targeted, relevant content to each individual consumer.”
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