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Half of Average Email Lists Had at Least One Click or Open in 12 Months: Epsilon

10/8/13

By Ken Magill

Depending on how you look at it, online marketing services provider Epsilon had either cup-half-empty or cup-half-full news for permission-based email marketers today.

Fifty one percent of the average email marketing file had at least one open or click in the 12 months preceding the second quarter of 2013, according to Epsilon’s just released Q2 2013 North America Email Trends and Benchmarks report.

Of course, that means 49 percent of the average file was dormant for that same period.

Also according to Epsilon, 64 percent of new subscribers to the average email list in the second quarter of 2013 had shown no activity, the study the company claims was of 6.1 billion messages sent by 150 clients revealed.

However, 68 percent of new subscribers to the average email list in the second quarter of 2012 had shown no activity, according to Epsilon.

Also, 36 percent of new subscribers were active after their initial opt-in to the average email program in the second quarter of 2013, an increase of 5.8 percent over the same period in 2012, according to Epsilon.

“This suggests that marketers are successfully engaging their subscriber base,” the study said.

Not surprisingly, triggered emails—or messages sent as the result of some action or inaction by the recipient—far outperformed so-called business-as-usual emails on an open-and-click basis.

Triggered messages’ open rates were 72.6 percent higher than business-as-usual messages in the second quarter of 2013, according to Epsilon. Moreover, triggered messages’ click rates were on average 152.3 percent higher than business-as-usual email, according to Epsilon.

And though triggered emails account for low, single-digit percentages of overall email volume, their adoption has increased significantly, according to Epsilon.

Triggered messages accounted for 3.5 percent of outbound marketing email in the second quarter of 2013, an increase of 30.6 percent over the same period in 2012 when they accounted for 2.6 percent, according to Epsilon.

Access the report here.

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