As retailers start preparing for 2018's holiday season, it’s always a good idea to inform campaign decisions based on what’s happening in the rest of the industry. Epsilon's Q4 2017 email trends and benchmarks report helps; with quarterly aggregated data from over 20 billion emails sent by Epsilon clients in North America, across multiple verticals.
“With the continued cross-device behavior from email subscribers, more than ever marketers need to leverage data to reach consumers on their preferred device, with precise timing and a creative message that is optimized for the channel they are interacting in at the time,” shared Judy Loschen, Senior Vice President, Digital Analytics at Epsilon. “To make emails more relevant for consumers, marketers need to focus integrating mobile, social, digital media and email channels to create connected experiences that drives results.”
Email open rates continue to rise with business as usual (BAU) emails reporting open rates of 35.6% in Q2 2016, higher than any other quarter in a two-year period (Q2 2014 – Q2 2016), according to Epsilon's Q2 2016 North America Email Trends and Benchmarks results.