8/6/2019 Q1 2011 Email Trends and Benchmarks
http://slidepdf.com/reader/full/q1-2011-email-trends-and-benchmarks 1/7
epsilon.com
Research: June 2011
STRATEGY AND ANALYTICS / TARGETING / CREATIVE / TECHNOLOGY / DIGITAL
Q1 2011 EMAIL TRENDSAND BENCHMARKS –
PRESENTED BY EPSILON ANDTHE EMAIL EXPERIENCE COUNCIL
8/6/2019 Q1 2011 Email Trends and Benchmarks
http://slidepdf.com/reader/full/q1-2011-email-trends-and-benchmarks 2/7
EXECUTIVE SUMMARYThe Q1 2011 Email Trends and Benchmarks study shows an increase in open rates as well as a signicant
uptick in average volume per client rom the same time last year. The study also shows that the conversionrate o 3.0% is the strongest over a three year period, proving that email continues to be a strong channel
to drive revenue or brands.
This report delves into perormance trends by industry and by message type across industries. Openand click rates vary by message type and marketers should crat messaging with this data in mind and
leverage all email communications opportunities to build the customer relationship.
The Q1 2011 Email Trends and Benchmarks study is compiled rom 7.1 billion emails sent by Epsilon in
Q1 (January – March) 2011, across multiple industries and approximately 140 participating clients.This benchmark report should be used only as a guideline, since specics or each company will
drive results.
Q1 2011 OVERALL PERFORMANCE
• Open rates (23.3%) increased both quarter over quarter (by 5.6%) and year over year (by 4.2%).Five of the 13 reported industries saw at least a 5% increase in open rates over Q1 2010.
• Click rates (5.9%) decreased slightly from the same time last year (6.0%) but increased from theprevious quarter (5.1%).
• Average volume per client increased 5.7% from Q4 2010 and a whopping 39.2% from Q1 2010.
• The non-bounce rate (96.0%) increased compared to this time last year (94.7%) and remains steady.
• Click to conversion rates decreased 4.7% over last quarter but increased 26.5% over the samequarter last year. The 3.0% conversion rate is the strongest over a two year period.
• Median order sizes increased 4.0% over last quarter and 20.1% over the same quarter last year.
• With an increase in median order size and orders per email delivered, revenue per emailincreased 40.2% over Q1 2010 and increased 20.6% over Q4 2010.
STRATEGY AND ANALYTICS / TARGETING / CREATIVE / TECHNOLOGY / DIGITAL
2
10%
0%
20%
30%
40%
50%
60%
80%
70%
90%
100%
Epsilon’s non-bounce, open and click ratescontinue to drive strong results
l n pNon-Bounce Open rate Click-through
5.9%p
23.3%n
96.0%l
Q410 Q111Q309 Q409Q109 Q209 Q110 Q210 Q310
5.1%p
22.1%n
95.0%l
6.2% 5.3% 5.4%pp pp
21.9% 22.0% 22.1% 22.0%
n n n n
93.5%94.8% 96.1%
l ll
l94.1%
l
6.1%p
22.1%n
94.1%
22.2%
5.9%
l
n
p5.9%
93.9%
p
n
l
94.7%
22.4%
6.0%
8/6/2019 Q1 2011 Email Trends and Benchmarks
http://slidepdf.com/reader/full/q1-2011-email-trends-and-benchmarks 3/7
INDUSTRY PERFORMANCE
Business Publishing/Media General, Consumer Services General, Financial Services General, RetailSpecialty and Travel/Hospitality Travel Services had at least a 5% increase in open rates compared to
the previous year’s metrics.
Business Products and Services General, Consumer Services Telecom and Financial Services CC/Banks sawan increase of at least 5% in the click rate compared to the same quarter in 2010.
The highest open rates were in Financial Services General (37.4%) and Financial Services CC/Banks (32.9%).The highest click rate was Consumer Services Telecom (9.3%). Consumer Products CPG had the highest clickto open rate (53.8%), greatly exceeding all other industries.
STRATEGY AND ANALYTICS / TARGETING / CREATIVE / TECHNOLOGY / DIGITAL
Q1 11 North American Industry Average Sentper Client
Non-Bounce
Open Rate Click Rate Click toOpen Rate
Business Products and Services General 70.4% 95.3% 20.8% 5.7% 27.4%
Business Publishing/Media General -90.9% 97.2% 22.6% 5.5% 24.5%
Consumer Products CPG 29.0% 97.2% 16.5% 8.9% 53.8%
Consumer Products Pharmaceutical -78.4% 84.0% 24.0% 6.1% 25.6%
Consumer Publishing/Media General 39.4% 98.8% 15.2% 6.5% 43.0%
Consumer Services General 8.8% 95.3% 18.1% 3.9% 21.6%
Consumer Services Telecom -3.7% 97.6% 26.6% 9.3% 35.0%
Financial Serviced CC/Banks -1.2% 94.9% 32.9% 7.1% 21.5%
Financial Services General 24.5% 95.7% 37.4% 6.7% 18.0%
Retail Apparel 78.7% 98.9% 14.1% 3.9% 27.9%
Retail General 20.5% 97.4% 22.2% 5.2% 23.5%
Retail Specialty -64.3% 97.4% 20.6% 4.3% 20.9%
Travel/Hospitality Travel Services 1.2% 97.2% 26.3% 4.2% 16.0%
Red or green text indicates an increase (green) or decrease (red) over last year’s metrics that was over 5 %
epsilon.com
8/6/2019 Q1 2011 Email Trends and Benchmarks
http://slidepdf.com/reader/full/q1-2011-email-trends-and-benchmarks 4/7
CAMPAIGN PERFORMANCE
The Q1 2011 Email Trends and Benchmarks also analyzed the message types and their performance metricsfrom email campaigns deployed through the DREAM platform. 66.7% of emails delivered by Epsilon were
categorized as marketing messages, down from 74.4% the previous quarter.
Key metrics varied by message type across the industries analyzed. Marketing messages fared wellin categories such as Business Publishing/Media General, Consumer Services General, ConsumerServices Telecom, Financial Services CC/Banks, and Financial Services General.
STRATEGY AND ANALYTICS / TARGETING / CREATIVE / TECHNOLOGY / DIGITAL
Message Types by Industry
4
Message Type Open Rate Click Rate CTOR
Acquistion 13.61% 1.6% 11.9%
Editorial 24.26% 7.5% 30.9%
Marketing 17.21% 3.5% 20.3%
Other 21.66% 4.0% 18.3%
Research 18.19% 3.0% 16.5%
Service 37.51% 7.9% 21.2%
* Message types are based on emails deployed out of the DREAM platform anddened by the person(s) creating the campaigns which may not refect the samedenitions as your company
66.7% of emails delivered by Epsilon were categorized asmarketing messages, down from 74.4% the previous quarter
Industry Industry Category MessageType
OpenRate
ClickRate
Click toOpen Rate
% of TotalDeliveredin Industry
Business Products
and ServicesBusiness Products and
Services GeneralAcquisition 8.81% 1.1% 12.4% 2.2%
Marketing 12.37% 1.5% 12.2% 79.0%
Other 13.09% 2.5% 18.8% 18.2%
Research 3.52% 0.5% 14.1% 0.6%
Business
Publishing/Media
Business Publishing/
Media General
Acquisition 38.73% 9.3% 24.1% 0.2%
Editorial 23.47% 7.6% 32.5% 79.2%Marketing 46.63% 9.1% 19.5% 12.0%
Other 19.01% 9.2% 48.4% 8.6%
Research 12.42% 2.6% 21.1% 0.0%
Service 50.81% 17.4% 34.2% 0.0%
Consumer Products Consumer Products CPG Marketing 14.52% 3.6% 24.7% 100.0%
Other 54.66% 12.8% 23.4% 0.0%
Research
0.0%
Service6.5%
Editorial
1.3%
Acquisition.1%
% Delivered in Q1 2011
Marketing
66.7%
Other25.3%
8/6/2019 Q1 2011 Email Trends and Benchmarks
http://slidepdf.com/reader/full/q1-2011-email-trends-and-benchmarks 5/7
Industry Industry Category Message
Type
Open
Rate
Click
Rate
Click to
Open Rate
% of Total
Deliveredin Industry
Consumer Services Consumer Services General Marketing 31.87% 5.8% 18.3% 98.8%
Other 74.82% 20.3% 27.2% 1.2%
Consumer Services Telecom Marketing 20.74% 1.8% 8.9% 100.0%
Financial Services Financial Services CC/Banks Marketing 28.28% 3.2% 11.5% 18.1%
Other 37.26% 5.6% 15.0% 42.9%
Research 46.71% 20.6% 44.1% 0.0%
Service 37.78% 7.8% 20.6% 39.0%
Financial Services General Marketing 35.47% 3.3% 9.2% 69.0%
Other 54.22% 12.1% 22.3% 7.6%
Service 27.11% 5.2% 19.2% 23.3%
Retail Retail Apparel Marketing 10.36% 1.9% 18.0% 93.5%
Other 11.78% 3.1% 26.1% 6.5%
Service 71.68% 12.2% 17.0% 0.0%
Retail General Marketing 17.86% 3.9% 21.7% 59.3%
Other 15.37% 3.4% 22.1% 40.6%
Research 15.65% 6.1% 39.2% 0.0%
Service 51.01$ 16.8% 33.0% 0.0%
Retail Specialty Acquisition 53.51% 6.0% 11.3% 0.0%
Editorial 22.79% 5.9% 25.7% 0.1%
Marketing 13.80% 1.8% 12.8% 87.8%
Other 23.68% 4.6% 19.3% 9.5%
Research 67.58% 27.0% 39.9% 0.0%
Service 43.15% 19.4% 45.0% 2.7%
Travel/Hospitality Travel/Hospitality Travel Services Acquisition 23.07% 2.3% 10.0% 0.4%
Marketing 18.98% 3.2% 17.0% 99.3%
Other 41.83% 7.7% 18.4% 0.2%
Research 88.46% 3.1% 3.5% 0.0%
Marketing 63.20% 1.3% 2.1% 0.0%
STRATEGY AND ANALYTICS / TARGETING / CREATIVE / TECHNOLOGY / DIGITAL
Message Types by Industry (cont.)
epsilon.com
8/6/2019 Q1 2011 Email Trends and Benchmarks
http://slidepdf.com/reader/full/q1-2011-email-trends-and-benchmarks 6/7
CONCLUSIONS
Relevance and timing are critical factors that boost email marketing campaign performance. Since eachindividual consumer has specic preerences and behaviors, relevance and timing will vary greatly by
individual. Thereore, the best perorming campaigns leverage data at the individual consumer level todrive campaign messaging, personalization, timing and frequency, channel of communication and othercomponents. With historically high email volumes it’s clear that inboxes are being inundated withmarketing messages. To resonate with customers, marketers need to remain relevant and ocus on
building a one-to-one relationship between the brand and the consumer.
STRATEGY AND ANALYTICS / TARGETING / CREATIVE / TECHNOLOGY / DIGITAL
6
8/6/2019 Q1 2011 Email Trends and Benchmarks
http://slidepdf.com/reader/full/q1-2011-email-trends-and-benchmarks 7/7
EpsilonCorporateHeadquarters4401 Regent BoulevardIrving, TX 750631-800-309-0505
epsilon.com
Email Experience CouncilDirect Marketing Association1120 Avenue of the AmericasNew York, NY 10036
emailexperience.org