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Q1 2010 EMAIL TRENDS AND BENCHMARKS
 

Q1 2010 EMAIL TRENDS AND BENCHMARKS

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The Q1 2010 Email Trends and Benchmarks study shows an increase in open ...

The Q1 2010 Email Trends and Benchmarks study shows an increase in open
rates compared to the fi rst quarter of the previous year. In addition, eight of the
thirteen industries measured saw an increase in open rates over Q1 2009.

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    Q1 2010 EMAIL TRENDS AND BENCHMARKS Q1 2010 EMAIL TRENDS AND BENCHMARKS Document Transcript

    • STRATEGY AND ANALYTICS / TARGETING / CREATIVE / TECHNOLOGY / DIGITAL Q1 2010 EMAIL TRENDS AND BENCHMARKS – PRESENTED BY EPSILON AND THE EMAIL EXPERIENCE COUNCIL Research: June 2010 epsilon.com
    • STRATEGY AND ANALYTICS / TARGETING / CREATIVE / TECHNOLOGY / DIGITAL EXECUTIVEand Benchmarks study shows an increase in open The Q1 2010 Email Trends SUMMARY rates compared to the first quarter of the previous year. In addition, eight of the thirteen industries measured saw an increase in open rates over Q1 2009. This report also delves into trends in specific verticals including Financial Services, Retail and Consumer Packaged Goods (CPG). Marketers within these industries are incorporating email marketing strategies designed to engage consumers on a one-to-one basis. Additional research from Epsilon has shown that email is consumers’ number one preferred channel to receive information. The Q1 2010 Email Trends and Benchmarks study is compiled from 6 billion emails sent by Epsilon in Q1 (January – March) 2010, across multiple industries and approximately 160 participating clients. This benchmark report should be used only as a guideline, since specifics for each company will drive results. Q1 2010 OVERALL PERFORMANCE • Open rates increased 1.1% from the same time last year, with 8 of the 13 reported industries increasing over Q1 2009. • Click rates (6.0%) increased slightly from the previous quarter Q4 2009 (5.9%) and were down slightly from the same time last year (6.1%). • Average volume per client is up 25% from Q1 2009. • The non-bounce rate (94.7%) increased slightly compared to this time last year. Email Non-Bounce, Open and Click Rates 100% 93.4% 93.6% 94.4% 94.1% 94.1% 93.5% 93.9% 94.7% 93.2%          90% 80% 70% 60% 50% 40% 30% 22.1% 22.2% 21.9% 22.0% 22.4% 19.9% 18.8% 19.8% 20.9%      20%     10% 6.4% 5.8% 6.1% 6.2% 6.0%  5.9%  5.9%  5.9% 5.9%       0% Q108 Q208 Q308 Q408 Q109 Q209 Q309 Q409 Q110  Non-Bounce  Open rate  Click-through Starting Q407, data represents all DREAM and DREAMmail clients 2 epsilon.com
    • STRATEGY AND ANALYTICS / TARGETING / CREATIVE / TECHNOLOGY / DIGITAL INDUSTRY PERFORMANCE Retail Specialty saw an increase in all major metrics – non-bounce, opens and clicks – compared to last year. Financial Services Credit Card/Banks, Financial Services General, and Consumer Services Telecom had the highest increase in open rates compared to the previous year. Consumer Products CPG had the highest increase in click rates compared to the previous year. Consumer Publishing/Media General, Retail Apparel, and Retail Specialty also saw an increase in the click rate compared to the same quarter in 2009. Consumer Products CPG, Consumer Publishing/Media General, Retail General and Retail Specialty showed significant increases in the click to open rate compared to Q1 2009. Q1 10 North American Industry Non- Open Rate Click Rate Click to Bounce Open Rate Business Products and Services General 93.4% 20.3% 4.4% 21.9% Business Publishing/Media General 96.8% 18.7% 5.7% 30.5% Consumer Products CPG 91.2% 21.9% 14.0% 63.7% Consumer Products Pharmaceutical 85.5% 24.2% 6.4% 26.5% Consumer Publishing/Media General 97.4% 16.6% 6.9% 41.9% Consumer Services General 97.7% 17.0% 4.2% 24.5% Consumer Services Telecom 94.5% 26.4% 5.2% 19.7% Financial Serviced CC/Banks 93.1% 34.9% 3.6% 10.3% Financial Services General 94.8% 31.9% 7.0% 22.0% Retail Apparel 96.9% 17.2% 4.4% 25.9% Retail General 94.0% 21.1% 5.9% 27.9% Retail Specialty 97.6% 19.4% 4.2% 21.7% Travel/Hospitality Travel Services 95.2% 23.4% 4.9% 20.9% CAMPAIGN PERFORMANCE The Q1 2010 Email Trends and Benchmarks also analyzed the types of messages sent and their performance metrics. Nearly 61% of emails delivered by Epsilon were categorized as Marketing messages. Services messages had the highest open (41.1%) and click (6.8%) rates. 61% of emails delivered through Epsilon were tagged as Marketing messages Acquisition Service Editorial 0.1% 7.7% 1.5% Legal Message Type Open Rate Click Rate Research 0.0% 0.1% Service 41.13% 6.8% Editorial 22.73% 6.3% Marketing 17.86% 3.7% Other 29.7% Marketing Other 16.41% 4.3% 60.9% Acquisition/Legal/Research 14.25% 2.0% * Message types are defined by the person(s) creating the campaigns and may not reflect the same definitions as your company 3 epsilon.com
    • STRATEGY AND ANALYTICS / TARGETING / CREATIVE / TECHNOLOGY / DIGITAL CONCLUSIONS The email channel remains a valuable means of communication for both marketers and consumers alike. With consistent performance in the early part of 2010, email will continue to be a crucial component of multichannel marketing campaigns that drive a more engaged customer. The best way to take advantage of this tool is to listen to customers – understand their preferences, behavior, wants and needs. With all of this relevance drawn from customer intelligence, communications can be tailored and delivered across channels to drive desired behavior for marketers and provide the most relevant information for consumers. 4 epsilon.com
    • Epsilon Email Experience Council Corporate Direct Marketing Association Headquarters 1120 Avenue of the Americas 4401 Regent Boulevard New York, NY 10036 Irving, TX 75063 1-800-309-0505 Ali Swerdlow 917.213.9721 info@epsilon.com ali@emailexperience.org epsilon.com emailexperience.org