Q2 2012 North America Email Trend Results: Significant Opportunity to Better Engage New Subscribers
- Nearly two thirds (59 percent) of new subscribers in an average list, have no opens or clicks since opting-in.
- Approximately 27 percent of subscribers in an average email list have opened or clicked in the most recent three months.
- Seeing a strong improvement since 2009, 23 percent of subscribers who have been on an email list three months or longer have opened and/or clicked within the most recent three months.
"While the average business-as-usual email volume decreased 6 percent in the second quarter of 2012, we've seen a 14 percent increase in triggered email volume," said Linda A. Woolley, DMA's Acting President and CEO. "This illustrates that direct marketers are evolving their email contact strategies to meet the changing needs and preferences of their consumers and responding to specific actions and behaviors."
For more information and industry-specific benchmarks, the Q2 2012 Email Trends and Benchmark report is available at www.epsilon.com/pr/Q212emailbenchmarks.