Epsilon and the Direct Marketing Association’s Email Experience Council released the Q2 2011 North America Email Trends and Benchmarks Results which show a 16.2% increase in average volume per client from Q1 2011 and a 14.3% decrease in average volume per client from Q2 2010. Open rates increased by 0.4% from Q2 2010 and click rates were directly in line with the same time last year.
The quarterly analysis is compiled from 7.7 billion emails sent by Epsilon in April, May and June 2011, across multiple industries and approximately 130 participating clients. The analysis combines data from both of Epsilon’s proprietary platforms, DREAM and DREAMmail.
- Open rates (22.2%) saw a slight decrease quarter over quarter (4.8%), however increased over the same quarter last year (by 0.4%).
- Click rates (5.2%) decreased slightly (by 0.7%) from last quarter. Click rates are directly in line with the same time last year and remain established over the last two years.
- Average volume per client increased by 16.2% from Q1 2011 but shows a decrease over last year of 14.3% (Q2 2010).
- Unique click to conversion rates increased 14.6% over Q1 2011 and 6.2% over Q2 2010.
- The non-bounce rate remained fairly stable, decreasing 0.3%.
"While email volumes are down compared to the same period last year, they grew over the previous quarter and we anticipate high volumes as we head into the holiday season. This represents an ongoing challenge for email marketers, across all industries. There is great competition happening in consumer inboxes as marketers vie for attention," stated Judy Loschen, Vice President of Digital Analytics at Epsilon. "Email is an engagement tool and to leverage the channel to its full potential, marketers should take advantage of rich data and incorporate online and offline consumer insight to better target and personalize messages. They should also focus on integrating other channels and being strategic about the ways in which they utilize each channel.
"For email marketers, this quarterly report is great way to measure their own campaigns against industry averages," says Ali Swerdlow, Director of the Email Experience Council. "The rising volume of email this quarter is a good reminder to fine-tune email practices to get the best results in a challenging economy."
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