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Q4 2011 North American Email Trends and Benchmarks

New Metrics Show Triggered Message Open Rates 96% Higher Than “Business as Usual” Messages

Epsilon and the Direct Marketing Association’s Email Experience Council released the Q4 2011 North America Email Trends and Benchmarks Results which for the first time include an analysis of triggered email messages. In Q4 triggered messages represented 2.8% of total email volume measured in the report. These messages had 96% higher open rates and 125% higher click rates than “business as usual” (BAU) messages.
The report also shows a 41.5% increase in average email volume per client during the critical holiday season. Open rates increased 11.6% from Q3 2011 and 12.4% from Q4 2010, while click rates decreased slightly to 5.2%

The full quarterly analysis is compiled from 8.5 billion emails sent in October, November and December 2011, across multiple industries and approximately 140 participating clients. The analysis combines data from both of Epsilon’s proprietary platforms, DREAM and DREAMmail. Triggered message benchmarks are compiled from over 51 billion triggered emails sent by Epsilon from January 2010 through December 2011 across multiple industries. Results track campaigns deployed as a result of an action or trigger, including Welcome, Thank You, Abandon, Anniversary, Birthday, Confirmation, Saved Cart and Cancel.

Report Highlights:
• Non-bounce rates remained strong, increasing slightly quarter over quarter and year over year to 96.3%.
• Open rates (24.8%) increased quarter over quarter (11.6%) and year over year (12.4%).
• Click rates decreased 0.4 percentage points (0.9% overall) from last quarter to 5.2%.
• Average volume per client increased by 41.5% over last quarter and showed an increase over last year 21.0% (Q410).
• Throughout 2010 and 2011, triggered messages accounted for 2.2% of total volume, the highest volume was recorded in Q4 2011 at 2.8% of total volume.
• Non-bounce rate was strong for triggered messages, only 1% lower than BAU industry metrics.
• Triggered open rates were 96% higher than BAU and triggered clicks were 125% higher than BAU.

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