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Q4 2012 North America Email Trend Results: Triggered Message Volume Continues to Rise

Triggered Message Volume Increases 73% Over Q4 2011, Driving Higher Open and Clicks Rates Than Business As Usual Messages

DALLAS, TX — March 18, 2013 — Epsilon, the global leader in delivering direct-to-consumer connections that drive business performance, and Email Institute, the Epsilon-powered email best practices destination, today released the Q4 2012 North America Email Trends and Benchmarks report. The report shows growth in the use of triggered messaging, up 73% year over year, with triggered messages yielding 70.5% higher open rates and 101.8% higher click rates compared to Business As Usual (BAU) messages in Q4 2012.

Additionally the report's Email Activity Segmentation Evaluation (EASE) revealed that for the third consecutive quarter over 50% of the average brand's opt-in email list had no activity.

"In Q4 2012, 63% of the average email file was unengaged with marketers' email programs," said Judy Loschen, Vice President of Digital Analytics at Epsilon. "This presents a huge opportunity for brands. Marketers cannot assume that their task is complete after they receive an opt-in to their email program. To continue to drive long term value from each individual subscriber, marketers must constantly work to engage them."

Business As Usual (BAU) Email Trends
The quarterly analysis is compiled from 7.3 billion emails sent by Epsilon in October, November and December 2012 across multiple industries and approximately 170 participating clients. The analysis combines data from Epsilon's proprietary platforms.

BAU Highlights:

  • Non-Bounce rate remained strong at 96%.
  • Open rates increased both quarter over quarter (+0.6%) and year over year (+10.6%), resulting in an overall open rate of 27.4%.
  • Click rates were unchanged from Q3 2012, remaining at 4.5%.

Triggered Messages Email Trends
Triggered message benchmarks are compiled from over 360 million triggered emails sent by Epsilon in Q4 2012 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 5.0% of total volume, 73% higher than Q411 (2.9%).
  • Triggered open rates were 70.5% higher than for Business as Usual messages.
  • Triggered click rates continued to perform well, reporting 101.8% higher than BAU. Q411 triggered click rates showed a 123.0% lift over BAU.

Email Activity Segment Evaluation (EASE)
These metrics are compiled from over 710 million non-bounced and opted-in email addresses that were contacted from January 1, 2012 through December 31, 2013 across multiple industries and approximately 150 clients. The EASE analysis, which includes behavioral segments, examined the overall performance of the average email file.

EASE Highlights:

  • 49.9% of an average email file had at least one open or click during the 12 month study period.
  • 63.4% of new subscribers (addresses that have been on a marketer's file for less than three months) in an average list had no opens or clicks.
  • Approximately 28.3% of subscribers in an average email file had opened or clicked in the most recent three months.

"Utilizing triggered messages is a proven strategy to maintain subscriber engagement. More marketers are realizing the many benefits of triggered messages, as is evident by the continued increase in volume. However, more is required to predict and meet the needs of your customers and subscribers. Marketers must create a full 360-degree view of the individual consumer and a strategy that takes a personalized approach. It requires a blend of data, analytics and creativity to achieve success," said Loschen.

For more information and industry-specific benchmarks, the Q4 2012 Email Trends and Benchmark report is available at www.epsilon.com/pr/Q412emailbenchmarks.