Q4 2014 email trends and benchmarks report finds click rates remain steady, triggered emails continue to outperform

Retail Apparel Industry is the Most Effective at Engaging New Email Subscribers

DALLAS, TX – April 30, 2015 – Epsilon, the global leader in creating connections between people and brands, today released the Q4 2014 North America Email Trends and Benchmarks report. The report shows that while business as usual (BAU) click rates remain steady, triggered email click rates continue to outperform at 135.8% higher than BAU click rates. The Email Activity Segment Evaluation (EASE) also found that email marketers still struggle to engage new subscribers, with two-thirds of new subscribers in an average list having no opens or clicks.

“Consumers are taking email with them as they move from their desktop, to their laptops, smartphones or tablet devices creating both new opportunity and new challenges for marketers,” shared Judy Loschen, Vice President of Digital Analytics at Epsilon. “Triggered emails have proven to be effective but it’s time marketers start using additional tools, technology and data available to them like adaptive content, timing metrics and social data integration to create compelling experiences at every touch point. Marketers can take note from the Retail Apparel industry, which had the highest amount of engaged subscribers and did the best job of onboarding new subscribers through Q4 2014.”

Key findings from the report include:

Business as Usual Email Trends

The quarterly analysis is compiled from 12.2 billion emails sent by Epsilon in October, November and December 2014 across multiple industries and approximately 140 participating clients.

BAU Highlights:

  • Non-Bounce rate remained steady at 6%
  • Open rates increased slightly from 31.5% in Q3 2014 to 32.2% in Q4 2014
  • Click rates remained constant at 4.0% from Q2 2014 through Q4 2014

Triggered Message Email Trends

Triggered message benchmarks are compiled from approximately 640 million triggered emails sent by Epsilon in Q4 2014 across multiple industries. Results track campaigns deployed as a result of an action or trigger such as Welcome, Abandon Shopping Cart, Thank You and Anniversary.

Triggered Highlights:

  • Triggered messages accounted for 4.1% of total volume
  • Triggered open rates were 49.6% higher than BAU messages in Q4 2014
  • Triggered messages continued to perform well, reporting 135.8% higher click rates than  BAU messages

Email Activity Segment Evaluation

EASE metrics are compiled from more than 686 million non-bounced and opted-in email addresses that were contacted from January 1, 2014 through December 31, 2014 across multiple industries and approximately 100 clients. The EASE analysis, which includes behavioral segments, examined the overall performance of the average email file.

EASE Highlights:

  • Half of an average email file had at least one open or click during the 12-month study period
  • 86% of a marketer’s email list had been on file for more than three months
  • Approximately 16% of mature subscribers in an average email file had opened or clicked in the most recent three months

For more information and industry-specific benchmarks, the Q4 2014 Email Trends and Benchmark report is available at:





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 70 offices worldwide. Epsilon is an Alliance Data company. For more information, visit, follow us on Twitter @EpsilonMktg or call 1.800.309.0505.