Q4 2011 Email Trends and Benchmarks

The Q4 2011 Email Trends and Benchmarks show an increase in open rates over the previous quarter and over Q4 2010. The study also shows a notable increase in average volume per client.

This quarter Epsilon unveils a new benchmark in the quarterly report: triggered messages. In Q4 2011, triggered messages represented 2.8% of total email volume. Triggered open rates are significantly higher than “business as usual” emails. This report analyzes performance trends by industry and message type to provide an understanding of how the average company in each category performs. From these benchmarks marketers can gather insights to help improve their email campaigns. Because of lower volumes being reported on, Epsilon expects to see quarterly fluctation of triggered message metrics as clients target and market to their
customers and consumers in different ways throughout the year.

This study is compiled from 8.5 billion emails sent by Epsilon in Q4 (October-December) 2011, across multiple industries and approximately 140 participating clients. This benchmark data should be used only as a guideline, as specifics for each company will drive results.

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Q4 2011 Email Trends and Benchmarks

Publisher: Epsilon and the eec

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