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About Epsilon

Epsilon is the industry’s leading marketing services firm, with a broad array of data-driven, multichannel marketing solutions that leverage consumer insight to help brands deepen their relationships with customers. Services include strategic consulting, acquisition and customer database technologies, loyalty management, proprietary data, predictive modeling and a full range of direct and digital agency services, including creative, interactive web design, email deployment, search engine optimization and direct mail production. In addition, Epsilon is the world's largest permission-based email marketer. Epsilon is an Alliance Data company. For more information, visit www.epsilon.com or call 1.800.309.0505.

Epsilon Q2 2009 U.S. Email Trend Results: Open Rates and Average Volume Per Client Increase

Industry Performance Remains Strong


DALLAS, TX — October 6, 2009 — Epsilon today released its Q2 2009 U.S. Email Trends and Benchmarks Results which show an increase in open rates for the fourth quarter in a row, with 14 of the 16 industries measured seeing an increase over Q2 2008.

The quarterly analysis is compiled from 6.5 billion emails sent by Epsilon in April, May and June 2009, across multiple industries and approximately 200 clients. The analysis combines data from both of Epsilon’s proprietary platforms, DREAM and DREAMmail.

According to Kevin Mabley, Senior Vice President of Strategic & Analytic Consulting, Epsilon, "Our research has shown that while email marketing volumes have increased substantially, email remains a highly-effective channel for communication. The top performers are those taking advantage of lifecycle triggers to send timely, relevant emails. These marketers are capturing preferences, both explicit through preference centers and opt-in pages and implicit such as web activity, response and engagement activity. With this data, they are able to deliver targeted, relevant content to each individual consumer.”

Report Highlights:
  • Open rates increased 18.2% from Q2 2008.
  • Click rates (5.9%) remained stable from Q2 2008 (5.9%).
  • Average volume per client increased 10% from last quarter and 20% from Q2 2008.
  • Seven of the sixteen industries measured saw an increase in all three metrics – opens, clicks and non-bounce rate – compared to the previous year.
  • None of the industries measured saw a decline across all three metrics.


In addition, a study from Return Path, a leader in email reputation services, showed that only 79.3% of permission-based emails sent in the US and Canada during the first half of 2009 reached inboxes. Return Path reported deliverability on Epsilon clients and showed they had significantly higher deliverability than the industry benchmark with 90% in Q1 and 87% in Q2.

Epsilon’s Q2 2009 Email Trends and Benchmark report is available at www.epsilon.com/pr/Q209emailbenchmarks.


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