New York—Conversion rates of commercial email campaigns increased an average of 16.1% in the fourth quarter of 2010, compared with the same period a year earlier, for the strongest conversion rate (2.9%) in two years, according to a new study from the Direct Marketing Association and email marketing company Epsilon Data Management.
According to the companies' “Q4 2010 Email Trends and Benchmarks” report, open rates (22.1%) and click rates (5.1%) saw little change. Service messages had the highest open rates (38.2%) and click rates (8.0%).
The analysis was compiled from 7.4 billion emails sent by Epsilon in 2010's fourth quarter by some 150 clients across multiple industries.
