Many of my clients ask me the average views (open rate) and clicks (click through rate) they should expect when sending a newsletter or other mailing.
I recently came across the Epsilon’s quarterly US email benchmark report for Q209. This study compiled 6.5 billion emails sent across multiple industries and 200 clients. Findings concluded that the average second-quarter email open rate across 16 industries now stands at 22.2%, and has increased for the fourth quarter in a row.
Kevin Mabley, SVP of strategic & analytic consulting, Epsilon commented, “Our research has shown that while email marketing volumes have increased substantially, email remains a highly-effective channel for communication.”