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Q1 2010 EMAIL TRENDS AND BENCHMARKS

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The Q1 2010 Email Trends and Benchmarks study shows an increase in open rates compared to the fi rst quarter of the previous year. In addition, eight of the thirteen industries measured saw an increase in open rates over Q1 2009.
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epsilon.com Research: June 2010 STRATEGY AND ANALYTICS / TARGETING / CREATIVE / TECHNOLOGY / DIGITAL Q1 2010 EMAIL TRENDS AND BENCHMARKS – PRESENTED BY EPSILON AND THE EMAIL EXPERIENCE COUNCIL
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Page 1: Q1 2010 EMAIL TRENDS AND BENCHMARKS

epsilon.com

Research: June 2010

STRATEGY AND ANALYTICS / TARGETING / CREATIVE / TECHNOLOGY / DIGITAL

Q1 2010 EMAIL TRENDS AND BENCHMARKS –

PRESENTED BY EPSILON AND THE EMAIL EXPERIENCE COUNCIL

Page 2: Q1 2010 EMAIL TRENDS AND BENCHMARKS

EXECUTIVE SUMMARYThe Q1 2010 Email Trends and Benchmarks study shows an increase in open rates compared to the fi rst quarter of the previous year. In addition, eight of the thirteen industries measured saw an increase in open rates over Q1 2009.

This report also delves into trends in specifi c verticals including Financial Services, Retail and Consumer Packaged Goods (CPG). Marketers within these industries are incorporating email marketing strategies designed to engage consumers on a one-to-one basis. Additional research from Epsilon has shown that email is consumers’ number one preferred channel to receive information.

The Q1 2010 Email Trends and Benchmarks study is compiled from 6 billion emails sent by Epsilon in Q1 (January – March) 2010, across multiple industries and approximately 160 participating clients. This benchmark report should be used only as a guideline, since specifi cs for each company will drive results.

Q1 2010 OVERALL PERFORMANCE• Open rates increased 1.1% from the same time last year, with 8 of the 13 reported industries increasing over Q1 2009.• Click rates (6.0%) increased slightly from the previous quarter Q4 2009 (5.9%) and were down slightly from the same time last year (6.1%).• Average volume per client is up 25% from Q1 2009.• The non-bounce rate (94.7%) increased slightly compared to this time last year.

2

STRATEGY AND ANALYTICS / TARGETING / CREATIVE / TECHNOLOGY / DIGITAL

epsilon.com

5.8% 6.2%6.4% 5.9% 5.9%

20.9% 21.9% 22.0%19.9% 18.8% 19.8%

94.4% 93.5%93.4% 93.2% 93.6%

94.1%

6.1%

22.1%

94.1%

22.2%

5.9%

5.9%

93.9%

Q408 Q309 Q409Q108 Q208 Q308

10%

0%

20%

30%

40%

50%

60%

80%

70%

90%

100%

Email Non-Bounce, Open and Click Rates

Starting Q407, data represents all DREAM and DREAMmail clients

Non-Bounce Open rate Click-through

Q109 Q209

Q110

94.7%

22.4%

6.0%

Page 3: Q1 2010 EMAIL TRENDS AND BENCHMARKS

INDUSTRY PERFORMANCERetail Specialty saw an increase in all major metrics – non-bounce, opens and clicks – compared to last year.

Financial Services Credit Card/Banks, Financial Services General, and Consumer Services Telecom had the highest increase in open rates compared to the previous year.

Consumer Products CPG had the highest increase in click rates compared to the previous year. Consumer Publishing/Media General, Retail Apparel, and Retail Specialty also saw an increase in the click rate compared to the same quarter in 2009.

Consumer Products CPG, Consumer Publishing/Media General, Retail General and Retail Specialty showed signifi cant increases in the click to open rate compared to Q1 2009.

CAMPAIGN PERFORMANCEThe Q1 2010 Email Trends and Benchmarks also analyzed the types of messages sent and their performance metrics. Nearly 61% of emails delivered by Epsilon were categorized as Marketing messages. Services messages had the highest open (41.1%) and click (6.8%) rates.

STRATEGY AND ANALYTICS / TARGETING / CREATIVE / TECHNOLOGY / DIGITAL

epsilon.com3

Q1 10 North American Industry Non-Bounce

Open Rate Click Rate Click to Open Rate

Business Products and Services General 93.4% 20.3% 4.4% 21.9%

Business Publishing/Media General 96.8% 18.7% 5.7% 30.5%

Consumer Products CPG 91.2% 21.9% 14.0% 63.7%

Consumer Products Pharmaceutical 85.5% 24.2% 6.4% 26.5%

Consumer Publishing/Media General 97.4% 16.6% 6.9% 41.9%

Consumer Services General 97.7% 17.0% 4.2% 24.5%

Consumer Services Telecom 94.5% 26.4% 5.2% 19.7%

Financial Serviced CC/Banks 93.1% 34.9% 3.6% 10.3%

Financial Services General 94.8% 31.9% 7.0% 22.0%

Retail Apparel 96.9% 17.2% 4.4% 25.9%

Retail General 94.0% 21.1% 5.9% 27.9%

Retail Specialty 97.6% 19.4% 4.2% 21.7%

Travel/Hospitality Travel Services 95.2% 23.4% 4.9% 20.9%

Marketing60.9%

Other29.7%

Research0.1%

Service7.7%

Editorial1.5%

Acquisition0.1%

Legal0.0%

61% of emails delivered through Epsilon were tagged as Marketing messages

Message Type Open Rate Click RateService 41.13% 6.8%

Editorial 22.73% 6.3%

Marketing 17.86% 3.7%

Other 16.41% 4.3%

Acquisition/Legal/Research 14.25% 2.0%* Message types are defi ned by the person(s) creating the campaigns and may not refl ect the same defi nitions as your company

Page 4: Q1 2010 EMAIL TRENDS AND BENCHMARKS

CONCLUSIONSThe email channel remains a valuable means of communication for both marketers and consumers alike. With consistent performance in the early part of 2010, email will continue to be a crucial component of multichannel marketing campaigns that drive a more engaged customer. The best way to take advantage of this tool is to listen to customers – understand their preferences, behavior, wants and needs. With all of this relevance drawn from customer intelligence, communications can be tailored and delivered across channels to drive desired behavior for marketers and provide the most relevant information for consumers.

4 epsilon.com

STRATEGY AND ANALYTICS / TARGETING / CREATIVE / TECHNOLOGY / DIGITAL

Page 5: Q1 2010 EMAIL TRENDS AND BENCHMARKS

Epsilon Corporate Headquarters4401 Regent Boulevard Irving, TX 750631-800-309-0505

[email protected]

epsilon.com

Email Experience CouncilDirect Marketing Association1120 Avenue of the AmericasNew York, NY 10036

Ali [email protected]

emailexperience.org


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