Email – Basic But Effective

According to a new report from Epsilon and the Direct Marketing Association’s Email Experience Council, the there is a steady increase in email open rates over both Q4 2011 and Q1 2011. Highlights compiled from 7.1 billion emails in January, February and March 2012, across multiple industries and approximately 150 participating clients, show that:

  • Open rates increased 5.9% quarter over quarter, and increased 12.6% year over year, with an overall open rate of 26.2%
  • Click rates decreased 0.5 percentage points (8.3% overall) from last quarter
  • In Q1 2012, triggered messages accounted for 2.3% of total email volume, a 14.5% lift over Q1 2011
  • Open rates for triggered messages were 75% higher than “business as usual” (BAU) in Q1 2012, dropping from 101% in Q1 2011

Judy Loschen, Vice President of Digital Analytics at Epsilon, notes that “… we noticed that open rates continue to increase as click rates decrease… partially a result of consumers’… tendency to open emails on their mobile device… then abandon without clicking because the content is not optimized… or the mobile experience is lacking.

Yoram Wurmser, DMA’s Director of Marketing and Media Insights, says “… volume grew year to year by more than 20%… (but) triggered messaging is only part of the reason… marketers realize that email remains a cost-effective… means to communicate regularly with existing customers… “

The full report is available for download.

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