Email marketing sector 'performed well in Q3 2008'

The US email marketing sector saw open rates, click rates and average volumes perform consistently in the third quarter of 2008, according to a new report.

Based on data drawn from its clients, Epsilon's latest US Email Trends and Benchmarks report for the period spanning July, August and September 2008 revealed that open rates stayed at broadly the same level throughout, ranging from 19 to 21 per cent on average.

Click rates increased by 27.6 per cent compared with the second quarter, while the average volume per client rose by 13 per cent as the start of the Christmas season approached.

The business publishing/media, consumer publishing/media, retail general and travel services sectors experienced particularly high deliverability, open and click rates in the third quarter, Epsilon said.

Kevin Mabley, senior vice-president of strategic services at Epsilon, commented: "Our clients view email as a valuable and cost-effective marketing tool.

"We anticipate increased reliance on this highly measurable and engaging method of customer interaction as we enter the new year."

The top days for sending retail email marketing messages in 2008 included Cyber Monday (December 1st), December 19th and December 26th, according to a recent report from Chad White of Smith-Harmon.