Q4 ’11 Email Open Rates Up Y-O-Y; Higher for Triggered Messages

Email open rates rose to 24.8% in Q4 2011, representing healthy 12% growth from 22.1% in Q4 2010, but more subdued 4.2% growth from 23.8% in Q3 2011, according to [download page] an April 2012 report from Epsilon and the Email Experience Council. Click-through rates fell more than 5% quarter-over-quarter from 5.5% to 5.2%, but remain in line with rates seen in Q4 2010 (5.1%). Non-bounce rates were strong at 96.3%, while average volume per client increased by 41.5% over Q3 2011 and 21% over Q4 2010. (more…)