Direct Marketing News – Epsilon: Open rates for triggered emails soar
By: Direct Marketing News
Marketing services firm Epsilon and the Direct Marketing Association‘s (DMA) Email Experience Council released the Q1 2012 North America Email Trends and Benchmarks report, which shows a 12.6% year-over-year open rate increase in both triggered emails and business as usual (BAU) emails and a 5.9% increase over Q4 2011, says Jennifer Wiese, analytic consultant at Epsilon. Overall open rate was at 26.2%.
The quarterly analysis is drawn from the 7.1 billion emails Epsilon sent out on behalf of its multiple industries between January and March 2012 in North America, with the participation of approximately 150 clients.
Epsilon also analyzed 165 million were “triggered” emails – direct follow ups to consumer actions, like “thank you for signing up for our program,” or “here is an offer based on what you told us about yourself,” Wiese says. Open rates for triggered messages were 75% higher than “business as usual” (BAU) in Q1 2012, dropping from 101% in Q1 2011.
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