Epsilon Releases Q4 Report
Dallas-based Epsilon released its Q4 2008 U.S. E-mail Trends and Benchmarks Results, which show an increase in deliverability and open rates.
The quarterly analysis is compiled from 7.7 billion e-mails sent by Epsilon in October, November and December 2008, across multiple industries and to more than 200 clients. The analysis combines data from both of Epsilon's proprietary platforms, DREAM and DREAMmail.
“With a boost from holiday shopping in the retail sector in the fourth quarter, e-mail marketing remains a highly effective method for driving customer engagement,” said Kevin Mabley, senior vice president of strategic services.
Survey highlights showed:
• Deliverability increased slightly from this same time last year (93.1 percent in 2007 to 94.4 percent in 2008).
• Average volume per client decreased 19 percent from last year due to aggressive holiday marketing to more targeted customers.
• Open rates increased for the third quarter in a row (to 20.9 percent), and are up almost 6 percent from this same time last year.
• Business publishing/media, business products and services and financial services CC/Banks saw an increase in all three major metrics—deliverability, opens and clicks—compared to last year.
Epsilon is a leading marketing services firm. Services include strategic consulting, database and loyalty technology, proprietary data, predictive modeling and a full-range of creative and interactive services such as brand and promotional development, web design, e-mail deployment, search engine optimization and direct mail production.
For more information, visit www.epsilon.com.