Commentary

More Emails Opened, Clicked Through

The newly released Epsilon Q1 2009 U.S. Email Trends and Benchmarks Study shows an increase in open rates for the third quarter in a row, with 12 of the 16 industries measured seeing an increase over Q1 2008.

The global consumer email study revealed consumers are taking a variety of offline actions as a result of permission-based email communications. These trends are apparent around the globe with 59% of Asia Pacific consumers making an offline purchase as a result of email communications, followed by 53% in North America and 37% in Europe.

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Based on this research and the latest quarterly Email Trends and Benchmarks, the report concludes that sophisticated marketers are incorporating triggers, transactions, preferences, segmentation and other advanced analytics to produce more successful campaigns.

According to Kevin Mabley, Senior Vice President of Strategic Services, Epsilon, concludes "... email marketing continues to perform well and provide stable results... clients who continue to see strong results... segment their subscriber base... deliver timely, relevant information... "

Report Highlights:

  • Deliverability continues to remain stable at 94.1%, up from 93.4% in Q1 2008.
  • Open rates increased to 22.1%, up 11.2% from the rate of 19.9% in Q1 2008.
  • Click rates increased 4.0% overall from last quarter to 6.1%.
  • Average volume per client is up 12% from this same
  • time last year.
  • None of the industries measured saw a decline across all three metrics.

Email Trends and Benchmarks study was compiled from 6 billion emails sent by Epsilon in January, February and March 2009 across multiple industries and more than 200 Epsilon clients. This benchmark data should be used only as a guideline, notes the report, as specifics for each company will drive results.

Overall Performance of Deliverability, Open and Click Rates

 

Quarter

 

107

207

307

407

108

208

308

408

109

Click Through

7.2%

6.2%

6.5%

6.1%

6.4%

5.9%

5.9%

5.8%

6.1%

Open Rate

22.1%

20.7%

20.7%

19.8%

19.9%

18.8%

19.8%

20.9%

22.1%

Delivery

93.7%

95.1%

94.3%

93.1%

93.4%

93.2%

93.6%

94.4%

94.1%

Source: Epsilon, July 2009

Business Products and Services, Consumer Packaged Goods, Pharmaceutical, Telecom and General Retail all saw an increase in all three major metrics - deliverability, opens and clicks - compared to last year.

Open Rate Comparison (Q1 09 vs. Q1 08)

 

Q1 2009

Q1 2008

Business Products and Services General

29.1%

22.9%

Business Publishing/Media General

17.8%

16.2%

Consumer Products

   Packaged Goods

17.1%

16.4%

   General Products

23.8%

20.8%

   Pharmaceutical

26.6%

16.9%

   Publishing/Media General

16.7%

15.9%

   Services General

20.0%

24.7%

   Services Telecom

22.9%

22.5%

Financial Services

   CC/Banks

27.4%

28.9%

   General Services

31.4%

25.6%

Non-Profit/Education General

24.3%

23.1%

Retail

   Apparel

14.3%

12.8%

   Electronics

17.6%

24.4%

   General

22.9%

16.3%

   Specialty

19.1%

17.3%

Travel/Hospitality Travel Services

23.3%

24.2%

Source: Epsilon, July 2009

For more information about the study, visit Epsilon here, or The Epsilon Email Trends and Benchmark report is available here..

1 comment about "More Emails Opened, Clicked Through".
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  1. Trevin Bensko-Wecks, July 22, 2009 at 6:56 p.m.

    Good info Jack. While so many marketing tools focus on the acquisition of consumers, this study shows that permission based email campaigns continue to be a powerful way to convert and retain consumers.

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