A new report from direct marketing company Epsilon indicates that email open and click through rates (CTR) increased slightly in the 3rd quarter over the same period in 2008. The survey, released last month, is based on nearly 6 billion emails Epsilon sent on behalf of clients from July through September.
Twelve of the sixteen industries they worked in showed higher open rates with a 2.2% increase from 19.8% to 22%
Click through rates increased from 5.9% to 6.2%
Retail appears to have been one of the largest beneficiaries of the increased open and click rates. 11 of the 12 metrics they tracked increased in the quarter.
As for deliverability, a study by Return Path states that 84% of permission-based emails sent in North America in the first half of the year reached recipient inboxes.
Your mileage may vary.
Click through rates vary depending on your list(s), the content of the email, the headline, the frequency of your mailings, even the the time and day of submission.
I wrote about a couple of email case studies previously.
What has been your experience with email deliverability, opens and click through rates? What are your challenges? What success have you had?