Q1 2015 North America email trend results: Epsilon finds open rates remain steady as mobile usage flattens

DALLAS, TX – July 13, 2015 – Epsilon, the global leader in creating connections between people and brands, today released the Q1 2015 North America Email Trends and Benchmarks report. According to the report, open rates remained steady when compared to last quarter as well as last year, likely attributed to mobile device usage flattening.

The report found that Business as Usual (BAU) open rates continued with strong performance in Q1 2015 (32%), directly in line with last quarter (32.2%) and last year (32.9%). Click rates also remained steady, but strong, at 3.9%, just under last year’s average and directly in line with last quarter (4.0%).

“Email continues to be a highly effective method to engage consumers but marketers are now tasked with developing a content-first approach, as opposed to channel-first, because the path to purchase has become more complex,” said Judy Loschen, Vice President of Digital Analytics at Epsilon. “It’s important to think holistically about the experiences that inspire consumers to act.”

Triggered messages, those deployed as a result of an action, continue to outperform their BAU counterparts in both open and click rates.

Triggered Highlights:

  • Triggered messages accounted for 4.4% of total email volume in Q1 2015, 24.5% higher than Q1 of last year (3.6%).
  • In Q1 2015, triggered email non-bounce rates continued to drive strong results for Epsilon clients, only 3.3% lower than BAU industry metrics.
  • Triggered open rates were 65% higher than BAU open rates in Q1 2015, in line with the Q1 2014 lift of 64.5% lift over BAU.
  • Triggered email click rates were 148.5% higher than BAU in Q1 2015, which was slightly lower than Q1 2014 triggered click rates that showed a 160.3% lift over BAU.

“With a content-first approach, marketers should focus on measuring the effectiveness of their email programs in a more holistic way, beyond the standard email open and click rate metrics. This method will allow them to account for the influence their emails have on customer experience across channels,” closed Loschen.

For more information and industry-specific benchmarks, the Q1 2015 Email Trends and Benchmark report is available at:


Business As Usual Email Trends

The quarterly analysis is compiled from 8.7 billion emails sent by Epsilon in January to March of 2015 across multiple industries and more than 140 participating clients. The analysis combines data from Epsilon’s proprietary platforms.

Triggered Message Email Trends

Triggered message benchmarks are compiled from more than 600 million triggered emails sent from January to March 2015 across multiple industries. Results track campaigns deployed as a result of an action or trigger such as Welcome, Thank You, Abandon Shopping Cart or Confirmation.



About Epsilon

Epsilon is the global leader in creating connections between people and brands. An all-encompassing global marketing company, we harness the power of rich data, groundbreaking technologies, engaging creative and transformative ideas to get the results our clients require. Recognized by Ad Age as the #1 World CRM/Direct Marketing Network, #1 U.S. Digital Agency Network and #1 U.S. Agency from All Disciplines, Epsilon employs over 7,000 associates in 70 offices worldwide. Epsilon is an Alliance Data company. For more information, visit, follow us on Twitter @EpsilonMktg or call 1 800 309 0505.