Q1 2012 North American Email Trends and Benchmarks
The direct and interactive marketing company Epsilon, together with the Direct Marketing Association and the Email Experience Council, have just published data on the performance of email marketing metrics in the US in the first quarter of the year.
The study reveals the following data:
– The open rate continues an upward trend, with an average of 26.2% for the quarter.
– The click ratio decreases by 0.5% points compared to the last quarter of 2011, although the trend is for this index to remain stable (it stands at 4.7% in this first quarter of the year).
– The volume of shipments per advertiser (Epsilon customers) has decreased by 24% compared to the last quarter of the year, although it has increased by 3 points compared to the same quarter last year.
Gradually, advertisers are incorporating analytical and relational components into their email marketing strategy, which positively impacts open rate and click-through rates.
It is always interesting for technology providers, through whose platforms a very important part of email marketing campaigns are channelled, to provide this kind of study. They help us gain an overview of trends, and allow us to compare the results we obtain in our particular cases with that data.
Other sources that regularly provide data from the Email Marketing industry are:
- MarketingSherpa's 2012 Email Marketing Benchmark Report. Very complete (but note that it costs 447$)
- Email Marketing Benchmarks by Industry from MailChimp
- Digital.com
