eMarketer recently released a report “Q1 2009 Email Trends and Benchmarks” by Epsilon, which shows email marketing represents about as good a way as ever of promoting eCommerce. Click-through rates may or may not quite be at all-time highs, but some progress definitely appears to be taking place.
eMarketer published pieces of data collected by Epsilon and summarized, “94.1% of marketing e-mails were delivered in Q1 2009. In addition, 22.1% of e-mails were opened and 6.1% were clicked through.” That’s compared to a clickthrough rate of 5.8 percent in the fourth quarter of 2008.
Also, some specific industries are seeing extremely good results. The email marketing open rate corresponding to “Business products and services–general” rose by 6.2 percent in the last year, for example. “Business media/publishing–general” was also a good sector to be in, as was “Consumer products–cpg,” “Consumer products–general,” and “Consumer products–pharmaceutical.”
So eMarketer reported that good people of Epsilon feel “‘e-mail continues to be an effective marketing vehicle’ that ‘drives strong results.’”
And since email marketing ties so well to eCommerce sites, this will hopefully translate into solid profits for people in the field. Just consider steering clear of apparel and publishing and media, since those were some of the least successful sectors.