Email trends: Spotlight on strengths, challenges

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

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Depending on whom you talk with, email is either yesterday’s news or has never been more healthy and vital. As the current year comes rapidly to a conclusion, a succession of marketing studies reveal both email’s vulnerabilities as well as its best uses in marketing.

One of the most eye-opening stats came this month from a study conducted by marketing company Epsilon along with the Direct Marketing Association. According to the companies’ “Q3 2011 Email Trends and Benchmarks” report, email open rates increased by 7.8% in the third quarter compared with the year-earlier period, even as the average volume increased from the previous year by 14.9%.

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