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epsilon.com
EXECUTIVE SUMMARY
The Q1 2011 Email Trends and Benchmarks study shows an increase in open rates as well as a significant uptick in average volume per client from the same time last year. The study also shows that the conversion rate of 3.0% is the strongest over a three year period, proving that email continues to be a strong channel to drive revenue for brands. This report delves into performance trends by industry and by message type across industries. Open and click rates vary by message type and marketers should craft messaging with this data in mind and leverage all email communications opportunities to build the customer relationship. The Q1 2011 Email Trends and Benchmarks study is compiled from 7.1 billion emails sent by Epsilon in Q1 (January March) 2011, across multiple industries and approximately 140 participating clients. This benchmark report should be used only as a guideline, since specifics for each company will drive results.
Epsilons non-bounce, open and click rates continue to drive strong results
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 22.1%
n
94.1% 94.1%
l l
93.5%
l
93.9%
l
94.7% 94.8%
l l
96.1% 95.0%
l l
96.0%
l
22.2%
n
21.9%
n
22.0%
n
22.4% 22.1%
n n
22.0% 22.1%
n n
23.3%
n
6.1%
p
5.9%
p
6.2%
p
5.9%
p
6.0%
p
5.3%
5.4%
p
5.1% p Q410
5.9% p Q111
Q109
Q209
l
Q309
Q409
n
Q110
Q210
p
Q310
Non-Bounce
Open rate
Click-through
INDUSTRY PERFORMANCE
Business Publishing/Media General, Consumer Services General, Financial Services General, Retail Specialty and Travel/Hospitality Travel Services had at least a 5% increase in open rates compared to the previous years metrics. Business Products and Services General, Consumer Services Telecom and Financial Services CC/Banks saw an increase of at least 5% in the click rate compared to the same quarter in 2010. The highest open rates were in Financial Services General (37.4%) and Financial Services CC/Banks (32.9%). The highest click rate was Consumer Services Telecom (9.3%). Consumer Products CPG had the highest click to open rate (53.8%), greatly exceeding all other industries.
Open Rate
20.8% 22.6% 16.5% 24.0% 15.2% 18.1% 26.6% 32.9% 37.4% 14.1% 22.2% 20.6% 26.3%
Click Rate
5.7% 5.5% 8.9% 6.1% 6.5% 3.9% 9.3% 7.1% 6.7% 3.9% 5.2% 4.3% 4.2%
Red or green text indicates an increase (green) or decrease (red) over last years metrics that was over 5 %
epsilon.com
CAMPAIGN PERFORMANCE
The Q1 2011 Email Trends and Benchmarks also analyzed the message types and their performance metrics from email campaigns deployed through the DREAM platform. 66.7% of emails delivered by Epsilon were categorized as marketing messages, down from 74.4% the previous quarter.
% Delivered in Q1 2011
Acquisition Service Editorial .1% 6.5% 1.3% Research 0.0% Other 25.3% Marketing 66.7%
66.7% of emails delivered by Epsilon were categorized as marketing messages, down from 74.4% the previous quarter
Message Type
Acquistion Editorial Marketing Other Research Service
Open Rate
13.61% 24.26% 17.21% 21.66% 18.19% 37.51%
Click Rate
1.6% 7.5% 3.5% 4.0% 3.0% 7.9%
CTOR
11.9% 30.9% 20.3% 18.3% 16.5% 21.2%
* Message types are based on emails deployed out of the DREAM platform and defined by the person(s) creating the campaigns which may not reflect the same definitions as your company
Key metrics varied by message type across the industries analyzed. Marketing messages fared well in categories such as Business Publishing/Media General, Consumer Services General, Consumer Services Telecom, Financial Services CC/Banks, and Financial Services General.
Open Rate
8.81% 12.37% 13.09% 3.52% 38.73% 23.47% 46.63% 19.01% 12.42% 50.81% 14.52% 54.66%
Click Rate
1.1% 1.5% 2.5% 0.5% 9.3% 7.6% 9.1% 9.2% 2.6% 17.4% 3.6% 12.8%
Open Rate
31.87% 74.82% 20.74% 28.28% 37.26% 46.71% 37.78% 35.47% 54.22% 27.11% 10.36% 11.78% 71.68% 17.86% 15.37% 15.65% 51.01$ 53.51% 22.79% 13.80% 23.68% 67.58% 43.15% 23.07% 18.98% 41.83% 88.46% 63.20%
Click Rate
5.8% 20.3% 1.8% 3.2% 5.6% 20.6% 7.8% 3.3% 12.1% 5.2% 1.9% 3.1% 12.2% 3.9% 3.4% 6.1% 16.8% 6.0% 5.9% 1.8% 4.6% 27.0% 19.4% 2.3% 3.2% 7.7% 3.1% 1.3%
Consumer Services
epsilon.com
CONCLUSIONS
Relevance and timing are critical factors that boost email marketing campaign performance. Since each individual consumer has specific preferences and behaviors, relevance and timing will vary greatly by individual. Therefore, the best performing campaigns leverage data at the individual consumer level to drive campaign messaging, personalization, timing and frequency, channel of communication and other components. With historically high email volumes its clear that inboxes are being inundated with marketing messages. To resonate with customers, marketers need to remain relevant and focus on building a one-to-one relationship between the brand and the consumer.
Epsilon Corporate Headquarters 4401 Regent Boulevard Irving, TX 75063 1-800-309-0505 info@epsilon.com epsilon.com
Email Experience Council Direct Marketing Association 1120 Avenue of the Americas New York, NY 10036 Ali Swerdlow 917.213.9721 ali@emailexperience.org emailexperience.org