Epsilon and the Email Experience Council reported:
Open rates remain strong at 22.4%, increasing 1.1% from Q1 2009. Eight of the thirteen industries had an increase in open rates over Q1 2009.
The average click rate is 6.0%, up slightly from the previous quarter (Q4 2009).
The quarterly analysis is compiled from 6 billion emails sent by Epsilon in January, February and March 2010, across multiple industries and approximately 160 participating clients.
ExactTarget found 58 percent of U.S. online consumers begin their day interacting with companies on email, compared to 20 percent who start their day on search engines and 11 percent on Facebook.
ExactTarget’s Email X-Factor study of 1,500 consumers found:
“Regardless of age or gender, email is the first place consumers turn when they want ongoing promotions or information tailored to their unique interests,” said Morgan Stewart, principal, ExactTarget’s research and education group. “Consumers are turning to Facebook and Twitter to show support for their favorite brands. However, when it comes to on-going deals, email remains the channel of choice.”
Key findings of the research include:
* Women are more likely than men to sign up for emails in order to obtain deals and promotions (67 percent compared to 57 percent).
* Millennials (consumers age 15 to 24) are twice as likely to subscribe to email (56 percent) in search of on-going deals as they are to search for deals on Facebook (28 percent).
* 81 percent of consumers that receive email marketing messages have been motivated to provide a company with their email address due to some form of promotion.
* 88 percent of women indicate that promotions have motivated them to subscribe to email marketing messages, compared to 70 percent of men.
* 65 percent of women have subscribed to email marketing messages in return for a “free” product, compared to 44 percent of men.
* The average American consumer receives on average 44 emails a day, 12 of which are emails they signed up to receive from companies.
* The average teen receives less than half the email of the average adult consumer; however, the amount of email increases significantly when they graduate from high school.
