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Q2 2011 email_trends_and_benchmarks_final_08_30_11
 

Q2 2011 email_trends_and_benchmarks_final_08_30_11

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    Q2 2011 email_trends_and_benchmarks_final_08_30_11 Q2 2011 email_trends_and_benchmarks_final_08_30_11 Document Transcript

    • STRATEGY AND ANALYTICS / TARGETING / CREATIVE / TECHNOLOGY / DIGITALQ2 2011 EmAIL TRENDSAND BENCHmARkS –PRESENTED BY EPSILON ANDTHE EmAIL ExPERIENCE COuNCILResearch: August 2011epsilon.com
    • STRATEGY AND ANALYTICS / TARGETING / CREATIVE / TECHNOLOGY / DIGITALExECuTIVE SummARYThe Q2 2011 Email Trends and Benchmarks study shows a significant increase in the average volumeper client over the previous quarter. The study also shows that while non-bounce rates remained stable,there was a slight decrease in open and click rates when compared to last quarter.This report analyzes performance trends by industry and message type to provide an understanding ofhow the average company in each category performs. From these benchmarks marketers can glean insightsand develop email strategies that take into account the challenges and opportunities facing each industryin order to break through the inbox clutter and reach consumers.This study is compiled from 7.7 billion emails sent by Epsilon in Q2 (April-June) 2011, across multipleindustries and approximately 130 participating clients. This benchmark report should be used only asa guideline, since specifics for each company will drive results.Q2 2011 OVERALL PERfORmANCE • Open rates (22.2%) saw a slight decrease quarter over quarter (4.8%), however increased over the same quarter last year (by 0.4%). Four of the 13 reported industries saw at least a 5% increase in open rates over Q2 2010. • Click rates (5.2%) decreased slightly (by 11.1%) from last quarter. Click rates are directly in line with this same time last year and remain established over the last two years. • Average volume per client increased 16.2% from Q1 2011 but shows a decrease over last year of 14.3% (Q2 2010). • The non-bounce rate remained fairly stable, decreasing only 0.3%. • Average order size saw a slight improvement of 0.9% over last year. • Unique click to conversion rates increased 14.6% over Q1 2011 and 6.2% over Q2 2010. • Revenue per email decreased less than one percent over Q2 2010 but improved 17.3% over Q1 2011. Epsilon’s non-bounce, open and click rates continue to drive strong results 100% 94.7% 94.8% 96.1% 95.0% 96.0% 95.7% 94.1% 93.5% 93.9% l l l l l l l l l 90% 80% 70% 60% 50% 40% 30% 23.3% 22.2% 21.9% 22.0% 22.4% 22.1% 22.0% 22.1% 22.2% n n n n 20% n n n n n 10% 6.2% 6.0% 5.9% 5.9% p 5.3% 5.4% 5.1% 5.9% 5.2% p p p p p p p p 0% Q209 Q309 Q409 Q110 Q210 Q310 Q410 Q111 Q211 l Non-Bounce n Open rate p Click-through 2
    • STRATEGY AND ANALYTICS / TARGETING / CREATIVE / TECHNOLOGY / DIGITALINDuSTRY PERfORmANCEBusiness Publishing/Media General, Consumer Services General, Retail General and Retail Specialtyexperienced at least a 5% increase in open rates compared to the previous year’s metrics.Consumer Service Telecom, Financial Services CC/Banks and Retail Specialty had an increase of at least5% in click rate compared to the same quarter in 2010.The highest open rates were in Financial Services CC/Banks (33.7%), Financial Services General (29.7%)and Retail General (25.2%). The highest click rates were in Consumer Services Telecom (9.0%), ConsumerProducts CPG (8.0%) and Financial Services CC/Banks (6.5%). Consumer Products CPG (46.9%) andConsumer Services Telecom (40.7%) had the highest click to open rates. Epsilon Q2 11 North American Industry Non- Open Rate Click Rate Click to Bounce Open Rate Business Products and Services General 91.7% 23.0% 4.6% 19.9% Business Publishing/Media General 97.1% 18.4% 4.4% 23.7% Consumer Products CPG 97.2% 17.0% 8.0% 46.9% Consumer Products Pharmaceutical 84.3% 18.2% 4.9% 26.7% Consumer Publishing/Media General 98.3% 15.1% 5.3% 35.4% Consumer Services General 98.2% 19.1% 4.1% 21.5% Consumer Services Telecom 94.5% 22.2% 9.0% 40.7% Financial Serviced CC/Banks 95.8% 33.7% 6.5% 19.2% Financial Services General 95.6% 29.7% 5.6% 18.9% Retail Apparel 99.0% 14.6% 3.5% 23.7% Retail General 97.9% 25.2% 4.8% 19.2% Retail Specialty 96.6% 21.6% 4.2% 19.2% Travel/Hospitality Travel Services 98.1% 24.4% 4.6% 18.7%Red or green text indicates an increase (green) or decrease (red) over last year’s metrics that was over 5 %epsilon.com
    • STRATEGY AND ANALYTICS / TARGETING / CREATIVE / TECHNOLOGY / DIGITALCAmPAIGN PERfORmANCEThe Q2 2011 Email Trends and Benchmarks also analyzed the types of messages sent and their performancemetrics. 69.8% of emails deployed through Epsilon’s DREAM platform were categorized as marketing mes-sages, up from 66.7% the previous quarter. % Delivered in Q2 2011 69.8% of emails delivered by Epsilon were categorized as Service Acquisition Editorial marketing messages, down from 74.4% the previous quarter 0.1% 4.3% 0.6%Research message Type Open Rate Click Rate CTOR 0.0% Acquistion 22.4% 2.4% 10.7% Other Editorial 27.4% 8.3% 30.4% 25.1% Marketing 15.3% 2.8% 18.4% Other 22.4% 3.5% 15.6% Marketing 69.8% Research 6.8% 1.8% 25.9% Service 42.8% 8.9% 20.9% * 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 companyKey metrics varied by message type across the industries analyzed. Marketing message performedwell in categories such as Business Publishing/Media, Consumer Services General and Financialmessage Types by Industry Industry Industry Category message Open Click Click to % of Total Type Rate Rate Open Rate Delivered in Industry Business Products Business Products and Acquisition 16.5% 2.4% 14.7% 0.6% and Services Services General Marketing 9.8% 1.1% 10.8% 81.4% Other 15.3% 2.7% 17.5% 17.0% Research 3.0% 0.5% 16.1% 0.9% Service 33.5% 3.0% 9.0% 0.0% Business Business Publishing/ Editorial 25.3% 10.5% 41.5% 36.7% Publishing/Media Media General Marketing 28.0% 3.0% 10.9% 52.0% Other 18.8% 8.6% 45.6% 11.2% Research 17.7% 4.4% 24.7% 0.1% Service 39.0% 6.3% 16.0% 0.0% Consumer Products Consumer Products CPG Marketing 11.5% 2.6% 23.0% 100.0% Other 23.2% 6.1% 26.1% 0.0% Consumer Products Marketing 14.7% 4.1% 27.9% 92.3% Pharmaceutical Other 11.9% 1.7% 14.4% 7.5% Service 43.6% 8.6% 19.6% 0.2% 4
    • STRATEGY AND ANALYTICS / TARGETING / CREATIVE / TECHNOLOGY / DIGITALmessage Types by Industry (cont.) Industry Industry Category message Open Click Click to % of Total Type Rate Rate Open Rate Delivered in Industry Consumer Consumer Publishing/ Editorial 29.5% 6.1% 20.6% 10.5% Publishing/Media Media General Other 20.0% 2.8% 14.0% 89.5% Consumer Services Consumer Services General Marketing 27.7% 5.4% 19.7% 98.9% Other 58.0% 14.6% 25.1% 1.1% Consumer Services Telecom Marketing 23.0% 1.9% 8.1% 100.0% Financial Services Financial Services CC/Banks Acquisition 22.9% 1.9% 8.3% 0.7% Marketing 29.6% 3.6% 12.2% 16.8% Other 40.3% 5.3% 13.0% 48.3% Research 53.6% 20.7% 38.5% 0.0% Service 42.8% 8.6% 20.0% 34.1% Financial Services General Marketing 19.5% 1.5% 7.6% 87.6% Other 48.5% 10.1% 20.9% 8.1% Service 56.7% 16.7% 29.5% 4.4% Retail Retail Apparel Marketing 11.0% 1.9% 16.7% 94.4% Other 12.2% 2.5% 20.5% 5.5% Service 24.1% 0.5% 2.2% 0.1% Retail General Acquisition 71.4% 60.7% 85.0% 0.0% Marketing 17.2% 3.3% 19.2% 54.8% Other 16.4% 2.9% 17.8% 45.0% Research 22.5% 7.2% 31.8% 0.0% Service 43.5% 9.9% 22.8% 0.1% Legal 26.1% 1.0% 3.7% 0.1% Retail Specialty Editorial 30.7% 10.0% 32.5% 0.0% Marketing 8.6% 0.9% 10.1% 91.0% Other 22.0% 3.4% 15.6% 6.8% Service 40.2% 17.1% 42.4% 2.2% Travel/Hospitality Travel/Hospitality Travel Services Acquisition 43.0% 10.6% 24.6% 0.0% Marketing 16.5% 2.5% 15.3% 99.3% Other 26.7% 3.2% 12.1% 0.6% Research 8.2% 0.1% 1.7% 0.0% Service 33.6% 2.0% 5.9% 0.0%epsilon.com
    • STRATEGY AND ANALYTICS / TARGETING / CREATIVE / TECHNOLOGY / DIGITALCONCLuSIONSMarketers continue to fight for visibility within consumer inboxes throughout the year especially duringcritical marketing windows such as the holiday season. As the average volume of emails being sent perclient continues to increase, so does the necessity to ensure email messages stand out and drive desiredconsumer behaviors. With Epsilon’s benchmark data as a gauge of industry performance, we know thatmarketing messages don’t always get the same response rates as service or editorial content. Therefore,marketers need to leverage data, both behavioral and stated preferences, to create more targetedcampaigns. With this information in hand, marketers can personalize emails and increase relevance forbetter customer experiences. By testing and analyzing creative, cadence, frequency, from and subject linesand other key components, marketers can also build more successful email marketing campaigns 6
    • Epsilon Email Experience CouncilCorporate Direct marketing AssociationHeadquarters 1120 Avenue of the Americas4401 Regent Boulevard New York, NY 10036Irving, TX 750631-800-309-0505 Ali Swerdlow 917.213.9721info@epsilon.com ali@emailexperience.orgepsilon.com emailexperience.org