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STRATEGY AND ANALYTICS / TARGETING / CREATIVE / TECHNOLOGY / DIGITAL

Q1 2011 EMAIL TRENDS AND BENCHMARKS


PRESENTED BY EPSILON AND THE EMAIL EXPERIENCE COUNCIL
Research: June 2011

epsilon.com

STRATEGY AND ANALYTICS / TARGETING / CREATIVE / TECHNOLOGY / DIGITAL

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.

Q1 2011 OVERALL PERFORMANCE


Open rates (23.3%) increased both quarter over quarter (by 5.6%) and year over year (by 4.2%). Five of the 13 reported industries saw at least a 5% increase in open rates over Q1 2010. Click rates (5.9%) decreased slightly from the same time last year (6.0%) but increased from the previous quarter (5.1%). Average volume per client increased 5.7% from Q4 2010 and a whopping 39.2% from Q1 2010. The non-bounce rate (96.0%) increased compared to this time last year (94.7%) and remains steady. Click to conversion rates decreased 4.7% over last quarter but increased 26.5% over the same quarter last year. The 3.0% conversion rate is the strongest over a two year period. Median order sizes increased 4.0% over last quarter and 20.1% over the same quarter last year. With an increase in median order size and orders per email delivered, revenue per email increased 40.2% over Q1 2010 and increased 20.6% over Q4 2010.

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

STRATEGY AND ANALYTICS / TARGETING / CREATIVE / TECHNOLOGY / DIGITAL

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.

Q1 11 North American Industry


Business Products and Services General Business Publishing/Media General Consumer Products CPG Consumer Products Pharmaceutical Consumer Publishing/Media General Consumer Services General Consumer Services Telecom Financial Serviced CC/Banks Financial Services General Retail Apparel Retail General Retail Specialty Travel/Hospitality Travel Services

Average Sent Nonper Client Bounce


70.4% -90.9% 29.0% -78.4% 39.4% 8.8% -3.7% -1.2% 24.5% 78.7% 20.5% -64.3% 1.2% 95.3% 97.2% 97.2% 84.0% 98.8% 95.3% 97.6% 94.9% 95.7% 98.9% 97.4% 97.4% 97.2%

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%

Click to Open Rate


27.4% 24.5% 53.8% 25.6% 43.0% 21.6% 35.0% 21.5% 18.0% 27.9% 23.5% 20.9% 16.0%

Red or green text indicates an increase (green) or decrease (red) over last years metrics that was over 5 %

epsilon.com

STRATEGY AND ANALYTICS / TARGETING / CREATIVE / TECHNOLOGY / DIGITAL

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.

Message Types by Industry


Industry Industry Category Message Type
Acquisition Marketing Other Research Business Publishing/Media Business Publishing/ Media General Acquisition Editorial Marketing Other Research Service Consumer Products Consumer Products CPG Marketing Other

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%

Click to % of Total Open Rate Delivered in Industry


12.4% 12.2% 18.8% 14.1% 24.1% 32.5% 19.5% 48.4% 21.1% 34.2% 24.7% 23.4% 2.2% 79.0% 18.2% 0.6% 0.2% 79.2% 12.0% 8.6% 0.0% 0.0% 100.0% 0.0%

Business Products and Services

Business Products and Services General

STRATEGY AND ANALYTICS / TARGETING / CREATIVE / TECHNOLOGY / DIGITAL

Message Types by Industry (cont.)


Industry Industry Category Message Type
Marketing Other Consumer Services Telecom Financial Services Financial Services CC/Banks Marketing Marketing Other Research Service Financial Services General Marketing Other Service Retail Retail Apparel Marketing Other Service Retail General Marketing Other Research Service Retail Specialty Acquisition Editorial Marketing Other Research Service Travel/Hospitality Travel/Hospitality Travel Services Acquisition Marketing Other Research Marketing

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%

Click to % of Total Open Rate Delivered in Industry


18.3% 27.2% 8.9% 11.5% 15.0% 44.1% 20.6% 9.2% 22.3% 19.2% 18.0% 26.1% 17.0% 21.7% 22.1% 39.2% 33.0% 11.3% 25.7% 12.8% 19.3% 39.9% 45.0% 10.0% 17.0% 18.4% 3.5% 2.1% 98.8% 1.2% 100.0% 18.1% 42.9% 0.0% 39.0% 69.0% 7.6% 23.3% 93.5% 6.5% 0.0% 59.3% 40.6% 0.0% 0.0% 0.0% 0.1% 87.8% 9.5% 0.0% 2.7% 0.4% 99.3% 0.2% 0.0% 0.0%

Consumer Services

Consumer Services General

epsilon.com

STRATEGY AND ANALYTICS / TARGETING / CREATIVE / TECHNOLOGY / DIGITAL

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

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