Email Volume Up 10.1% Y-O-Y in Q2; Mixed Results for Most Metrics

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Marketing Charts

Email volume rose 10.1% year-over-year in Q2, though the quarter-over-quarter rise was more muted, at 2%, according to the Experian CheetahMail 2012 Q2 email benchmark report. The travel industry saw standout year-over-year volume growth of 41.3%, with the consumer products and services (19%) and media and entertainment (16.9%) industries also seeing solid volume growth. Multi-channel retailers (6%) saw relatively more modest growth, with catalogers virtually flat, with an 0.3% increase.

On a quarter-over-quarter basis, the travel industry was the only one to post faster growth in Q2 2012 (12%) than in Q2 2011 (10%). Consumer products and services boasted the second-fastest quarter-over-quarter growth rate, of 5%. Multi-channel retailers were flat, while email volume declined by 3% for both business products and services and catalogers.

Open Rates Rise Y-O-Y, But Drop Q-O-Q Data from Experian’s report reveals mixed results for open rates. The total open rate for Q2 2012 was 21.9%, an improvement from Q2 2011’s 21.6%, but down slightly from Q1 2012’s 22.2%.

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