US commercial mail volumes are up but consumer interest is down

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The end of August brings us the news that the volume of commercial emails in the US has grown by 10.1% in Q2 2012, compared to the same period in 2011, according to a study carried out by the company Experian CheetahMail . The growth is much more modest, 2%, if we take into account the previous quarter.

By sector, the tourism industry led the growth with 41.3%, followed by the consumer products and services sector with 19%. Third place was occupied by the information and leisure sector, with 16.9%. Products and services for companies grew by 9% and multi-channel commerce by a modest 6%.

This increase in the volume of emails sent has not been accompanied by the same success in attracting the reader's attention. The Experian report reveals very mixed figures regarding the opening of received emails. While the opening of emails reached 21.9% in Q2 2012 compared to 21.6% in the same period in 2011, it fell from 22.2% in Q1 2012.


Most of the data in the study reflect a slight deterioration compared address indonesia to the same period in 2011, but a more moderate drop compared to the previous quarter. For example, the click-to-open rate fell from 18.2% to 15.4% compared to the same period in 2011 and from 16.3% in the previous quarter. Similarly, the total click-rate fell to 3.8% in 2012 compared to 4.2% in 2011, remaining stable compared to Q1 2012.

Another significant fact is the reduction in average income per mail, from 0.13 USD in 2011 to 0.12 USD in 2012, the same amount as in Q1 of 2012.

Along the same lines, the consulting firm Epsilon published a report last June in which it reported an increase in the percentage of emails received that were opened, reaching 26.2% in Q1 2012, with a growth of 5.6% compared to 24.8% in Q4 2011, and a 12.4% increase over the same quarter of the previous year.

However, what could have been great news was marred by the failure to turn email openings into a U-turn, with click-through rates falling significantly to 4.7% compared to 8.3% in the previous quarter and 19.3% compared to Q1 2011.