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April 22, 2011

Print in the Mix: Fast Fact – E-Mail Open and Click Rates Remain Flat

Filed under: Featured — Admin @ 9:02 pm

Print in the Mix: Fast Fact – E-Mail Open and Click Rates Remain Flat.


December 2010 — Epsilon, a database marketing services provider, and the Direct Marketing Association’s Email Experience Council released the Q3 2010 North America Email Trends and Benchmarks.

The quarterly analysis is compiled from 5.4 billion emails sent by Epsilon in July, August and September 2010, across multiple industries and approximately 150 participating clients.


  • E-mail open rates have remained relatively flat for two years finishing the quarter at 22%.  Six of the thirteen reported industries saw an increase in open rates over Q3 2009.
  • Click rates were up 0.2% to 5.4% in the quarter.
  • The average volume per client increased 10.2% from Q3 2009.
  • 63.1% of emails delivered by Epsilon were categorized as Marketing messages.
  • E-mails categorized as service or transactional messages (e.g., purchase confirmations, account messages), had a higher performance, with open rates at 37.3%, according to the report.
  • Messages categorized as Editorial messages had the highest click rates (7.4%).

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