New York—Email volume overall increased 5% in the fourth quarter of last year compared with the year-earlier period, according to the Experian Marketing Services 2012 Q4 email benchmark report. Unique open rates increased 12% in the same period, the company said.
Revenue per email in the fourth quarter was up 8%, to 14 cents, compared with 13 cents in the year-earlier period.
One trend for email marketers to watch is customers' response time, especially when it comes to email viewed via mobile devices, said Peter DeNunzio, general manager, Experian Marketing Services CheetahMail, in a statement. “Marketers operate in a time and place where it's more important than ever to continually optimize their marketing campaigns with some sort of testing procedures, especially given the amount of data available today,” he said.