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A look at the average email file Opt-in to engagement: Marketers rely heavily on the email channel as a means to connect and enhance the consumer experience. But many are realizing that customer engagement and loyalty are a continual process, not a one-off campaign. As EPSILON’S EMAIL ACTIVITY SEGMENT EVALUATION (EASE) shows, obtaining initial opt-in is just half the battle. The NEW SEGMENT The MATURE SEGMENT Subscribers who have opened or clicked emails more than 3 months ago DORMANTS Subscribers who have been inactive for the past 12 months Rising Stars, Superstars and Nappers are considered active segments. Question Marks and Dormants are considered inactive segments. Subscribers who have been inactive for the previous 3 months 710 million non-bounced and opted-in email addresses contacted from January 1, 2012 through December 31, 2012 across multiple industries and approximately 150 clients. RISING STARS Subscribers who have both opened and/or clicked on an email SUPERSTARS Subscribers who have opened or clicked within the most recent 3 months QUESTION MARKS Research has consistently shown it’s more cost efficient to maintain a current customer than aquire a new one. To continue to drive long-term value from email subscribers, marketers must constantly work to engage them. Understanding subscribers’ behavior can help marketers develop models based on consumer triggers or identifiers to create better engagement strategies for new subscribers. 37% of new subscribers are active after initial opt-in to an email program. Meanwhile 63% are inactive, creating a tremendous opportunity for marketers to maintain subscriber engagement. NAPPERS NEW SUBSCRIBER BEHAVIOR MATURE SUBSCRIBER BEHAVIOR new clicker new inactive Q4 OCT, NOV, DEC 2012 new opener 63 % 26 % 11 % (66%) (23%) (11%) (x) = Q3 Percentage 44 % 7 % 4 % 21 % 24 % Q4 dormant superstar napper rising star question mark OCT, NOV, DEC 2012 (43%) (7%) (4%) (22%) (24%) (x) = Q3 Percentage (13%) (49%) (12%) (13%) (14%) 11 % 13 % 14 % 13 % 49 % mature lapsed clicker mature lapsed opener mature recent opener mature recent clicker mature inactive (x) = Q3 Percentage Retail Apparel Travel/Hospitality Retail General Consumer Products Business Publishing/ Media General Financial Services CC/ Banks Consumer Publishing/ Media General Retail Specialty Consumer Services Telecom Business Products and Services General Financial Services General Consumer Services General Consumer Products Pharmaceutical INDUSTRY SUPERSTAR NAPPER Q3 Q3 DORMANT Q3 RISING STAR Q3 QUESTIONS MARK Q3 36 % 37 % 34 % 34 % 34 % 31 % 32 % 28 % 31 % 35 % 29 % 26 % 26 % 24 % 23 % 27 % 23 % 23 % 22 % 21 % 20 % 23 % 19 % 17 % 8 % 24 % 8 % 6 % 5 % 6 % 6 % 9 % 2 % 2 % 2 % 2 % 9 % 3 % 3 % 2 % 5 % 5 % 2 % 2 % 2 % 2 % 3 % 3 % 4 % 2 % 5 % 5 % 4 % 26 % 31 % 25 % 24 % 25 % 24 % 19 % 20 % 22 % 23 % 22 % 26 % 25 % 24 % 22 % 27 % 22 % 23 % 20 % 20 % 22 % 22 % 17 % 18 % 18 % 54 % 17 % 21 % 4 % 3 % 6 % 8 % 5 % 9 % 3 % 4 % 6 % 5 % 15 % 7 % 3 % 3 % 13 % 7 % 6 % 4 % 7 % 8 % 11 % 7 % 7 % 9 % 11 % 13 % 17 % 26 % 24 % 29 % 29 % 30 % 27 % 44 % 45 % 39 % 36 % 25 % 38 % 43 % 47 % 37 % 33 % 48 % 48 % 49 % 48 % 45 % 46 % 55 % 52 % 53 % 42 % 10 % 24 % 22 % 43 % 4 % 7 % OVERALL Percentage of segments in the AVERAGE EMAIL FILE Retail Apparel again had the highest amount of engaged subscribers, with 36% of their file categorized as Superstars. Financial Services CC/Banks outperformed the other industry categories in regard to onboarding new customers, as shown in the percentage of Rising Stars. How does your brand compare to these industry benchmarks? Q4 OCT, NOV, DEC 2012 Q4 Q4 Q4 Q4 Q4 For more information download the Q4 2012 Email Trends and Benchmarks report. INDUSTRY PERFORMANCE
