Press Room

January 7, 2015

DALLAS, TX – January 7, 2015 – Q3 2014 North America email trend report reveals a 6.5% year on year increase in email open rates and a modest decline in clicks, both linked to the increase in mobile device usage. Epsilon, the global leader in helping clients create customer connections that build brand and business equity, and Email Institute, the Epsilon-powered email marketing best practices destination, today released the Q3 2014 North America Email Trends and Benchmarks report.

According to the report, triggered messages, which accounted for 3.9% of total email volume in Q3 2014, 7.3% higher than Q3 2013, continue to outperform their Business as Usual (BAU) counterparts in both open and click rates. The report found that triggered open rates were 76.7% higher than BAU in Q3 2014, an increase over the Q3 2013 lift of 68.6% over BAU.

In addition the report found that triggered click rates continued to perform well, reporting 151.9% higher than BAU. This is in line with Q3 2013 when triggered click rates had a 156.1% lift over BAU.

“As consumers rely more heavily on mobile devices and engage frequently with email in this format, we are continuing to see open rates increase coupled with a decline in click rates. Mobile devices make it easy for consumers to read their messages on-the-go, yet they’re less likely to click and purchase due to the mobile experience. This requires marketers to get smarter and more targeted with their communications and their digital strategy,” said Judy Loschen, Vice President of Digital Analytics at Epsilon. “In addition, with triggered messages outperforming business as usual messages across a variety of key metrics, it’s important for marketers to leverage insights to deliver relevant messaging to the individual and drive brand and business results.”

Triggered Message Email Trends

Epsilon’s triggered email metrics are compiled from approximately 340 million triggered emails sent from July 2014 to September 2014 across multiple industries. These messages were sent as the result of a consumer action, such as Welcome, Thank You, Abandon Shopping Cart or Confirmation.

Triggered Highlights:

  • Triggered message accounted for 3.9% of total email volume in Q3 2014, 7.3% higher than Q3 2013 (3.7%).
  • Non-bounce rates continued to drive strong results, only 2.8% lower than BAU.
  • Triggered open rates were 76.7% higher than BAU in Q3 2014, an increase over the Q3 2013 lift of 68.6% over BAU.
  • Triggered click rates continued to perform well, reporting 151.9% higher than BAU. This is in line with Q3 2013 when triggered click rates had a 156.1% lift over BAU.

 

Business As Usual Email Trends

The Q3 2014 Email Trends and Benchmarks analyzed performance trends by industry and message type. These metrics offer insight into how the average company performance across 13 industry categories. This study was compiled from 8.7 billion emails sent in Q3 (July-September) 2014 across approximately 140 clients.

BAU Highlights:

  • Open rates increased slightly from 30.8% in Q2 2014 to 31.5% in Q3 and are up 6.5% over last year (Q3 2013).
  • Click rates declined modestly year-over-year from 4.5% in Q3 2013 to 4.0% in Q3 2014.
  • Non-bounce rates remained steady at 96.0%.

 

For more information and industry-specific benchmarks, the Q3 2014 Email Trends and Benchmark report is available at engage.epsilon.com/Q314-email-trends-benchmarks

 

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About Epsilon

Epsilon is the global leader in creating connections between people and brands. An all-encompassing global marketing company, we harness the power of rich data, groundbreaking technologies, engaging creative and transformative ideas to get the results our clients require. Recognized by Ad Age as the #1 World CRM/Direct Marketing Network and #1 U.S. Agency from All Disciplines, Epsilon employs over 7,000 associates in more than 70 offices worldwide. Epsilon is an Alliance Data company. For more information, visit www.epsilon.com, follow us on Twitter @EpsilonMktg or call 1.800.309.0505.

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