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Q2 2012 North American Email Trends and Benchmarks

Epsilon and the Direct Marketing Association’s (DMA) Email Experience Council released the Q2 2012 North America Email Trends and Benchmarks report, which introduces a new metric, Email Activity Segment Evaluation (EASE). According to EASE, 59% of new email subscribers on an average email list are unengaged with email marketing programs.

“Marketers today are asked to do more with less. Based on our discussions with clients and fellow marketers, we decided to introduce the Email Activity Segment Evaluation to help marketers find additional value in their existing assets: their email subscriber lists,” said Judy Loschen, Vice President of Digital Analytics at Epsilon. “Understanding each customer’s state of engagement as well as their behavior over time enables effective and highly relevant one-to-one communications. These insights can help marketers create greater impact with both triggered and business as usual messages.”

EASE Report Highlights:
• Nearly two thirds (59%) of new subscribers in an average list, have no opens or clicks since opting-in.
• Approximately 27% of subscribers in an average email list have opened or clicked in the most recent three months.
• Seeing a strong improvement since 2009, 23% of subscribers who have been on an email list three months or longer have opened and/or clicked within the most recent three months.