Email volume rose 5.4% year-over-year in Q4, according to [download page] the Experian CheetahMail 2012 Q4 email benchmark report. The travel industry continued to see above-average growth, of 21.4%, as two-thirds of travel brands increased their volume during the quarter, while media and entertainment brands curtailed mailings by 17%. Each of the 7 verticals tracked increased their email volume quarter-over-quarter, with the overall increase at 26%. On a quarter-over-quarter basis, consumer products and services brands (+36%) and multi-channel retailers (+30%) boosted volume the most.
Open, Click Rates Move in Opposite Directions
Data from Experian’s report reveals mixed results for email performance metrics. The total open rate for Q4 2012 was 23.6%, an improvement from Q4 2011’s 20.5%, and also up slightly from Q3 2012’s 22.5%. But the total click rate slipped to 3.5% from 3.8% in Q3 2012 and 3.6% in Q4 2011. Other metrics were more positive: on a year-over-year basis, while the click-to-open rate dropped to 14.4%, the transaction rate remained flat at 0.11%, revenue per email edged up to $0.14, and the average order value improved by more than $10 to $180.25. Bounce and unsubscribe rates both dropped, also.