Our Blog is dedicated to spurring conversations about our industry. Every week our Brand Architects will share their views on an array of marketing topics. We’re glad you’re here, and hope you’ll keep coming back.
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Jill is Epsilon’s email expert. Working with some of the world’s leading brands, from retail to automotive to finance, Jill focuses on producing high ROI email programs that leverage relevancy and real-time capabilities. Find Jill on LinkedIn.
With the holiday season just months away, marketers are already focused on their seasonal email strategies. To help guide marketers in their final preparations, Epsilon recently released the 2012 Holiday Trend Report, highlighting key trends and valuable findings from the 2011 holiday season.
This week we released our Q1 2012 Email Trends and Benchmarks report in conjunction with the Email Experience Council.
This quarter we noted an important trend that email marketers shouldn’t ignore. Over the past three quarters, open rates have increased while click-through rates have decreased.
This week Epsilon’s Email Institute released its Spring 2012 Email Gallery Look Book featuring top email creative. Now in its sixth edition, the Spring Email Look Book is comprised of emails that caught our attention this season. These emails stood out because of features like channel integration, contact strategy, preview pane rendering, sender name, subject line and overall content and creative execution.
Today Epsilon and the EEC released our quarterly email trends and benchmarks report. This quarter we unveiled new benchmarks for triggered messages.
Triggered messages are identified by their campaign naming, such as Trigger, Welcome, Thank You, Confirmation and Saved Cart. For Q411 we found that triggered messages represented 2.8% of total email volume. With significantly stronger performance when compared to “business as usual” (BAU) email messages, we decided to take a deeper look at triggered messages.
Transactional email messages—such as purchase confirmations, account services messages and triggered alerts—have higher open rates than typical marketing messages (42.8% according to our Q2 2011 Email Trends and Benchmarks report). This creates a significant opportunity for marketers to reach consumers who have interacted with their brands. Transactional emails have the potential to be more than just purchase confirmations. They can be used to strengthen relationships with consumers and drive incremental revenue.