Overall email volume increased 5% in Q4 2012 compared to the same period the previous year, according to a recent Experian Marketing Services benchmark report. In addition, the Experian study found that unique open rates increased 12% year over year in Q4 2012.
Additional key findings from the report include:
- The revenue per email increased 8% in Q4 2012 compared to the same time last year, an increase from 13 cents to 14 cents per email year over year;
- The email volume among different industries shows that travel emails reported the largest increase with 21.4%; and
- The revenue per email in Q4 2012 was 30% higher than in Q3 2012, an increase from 11 cents per email to 14 cents.
According to Experian Marketing Services data, Saturdays and Sundays had higher open, click and transaction rates but much lower volume. Revenue per email was higher on Monday, while Friday had the best click rate.
Volume also plays a role in time of day, noted the report, as 8 p.m. to midnight and midnight to 4 a.m. had higher responses than the more popular 4 a.m. to noon time period.