Epsilon's Q2 2017 email trends and benchmarks

With back-to-school in the books and the holiday season upon us, now is the time to reflect on past successes and understand how your performance compares to benchmarks. Epsilon's Email Trends and Benchmarks report aggregates data every quarter from over 13 billion emails to give you trends and benchmarks so you can see where your email campaigns stand.

What happened in Q2?

Q2 2017 Business As Usual (BAU) email trends

  • • Open rates (33.8 percent) remained about the same as Q1 2017 (33.5 percent), but rates are slightly lower than Q2 of 2016 (35.6 percent).
  • • Desktop opens increased for the second quarter in a row with mobile seeing a decline. This may be due to the fact that, based on a recent comScore study, the amount of time the average person spends on mobile has flattened out at around three hours per day after a four-year increase.
  • • Click-to-open rates decreased for the majority of industries, which isn’t surprising considering the average person receives over 120 emails per day to their business account.
  • •Click rates continue to see only slight fluctuations from quarter to quarter.


Triggered message email trends

  • Triggered messages accounted for 2.2 percent of total email volume in Q2 2017, slightly lower than Q2 2016 (3.0 percent) and slightly lower than Q1 2017 (2.7 percent).
  • Non-bounce rates continued to drive strong results for Epsilon clients, only 1.3 percent lower than BAU industry metrics.
  • Triggered open rates were 64.5 percent higher than BAU in Q2 2017 and higher than the Q2 2016 lift of 61.7 percent over BAU open rates.
  • Triggered click rates continued to perform well, reporting 115.9 percent higher than BAU click rates but lower than Q2 2016, when triggered click rates showed a 141.6 percent lift over BAU.


Triggered message benchmarks were analyzed from approximately 3.6 billion triggered emails sent from April 2015 to June 2017, across multiple industries. These messages were sent as the result of a consumer action, such as Welcome, Thank You, Abandon Shopping Cart or Confirmation. These metrics also highlight significant performance differences between triggered and BAU emails.

Because of the lower volumes being reported, we expect to see quarterly fluctuation as clients target and market to their customers and consumers in different ways throughout the year.

What’s new to the report?

This edition provides insights into some of the trends we’re seeing in the financial services, travel and hospitality, business products and services, and consumer telecom verticals. For the first time, we are also providing tips for email marketers across industries to improve their email performance.

For more information and industry-specific benchmarks, the Q2 2017 Email Trends and Benchmarks report is available here.