Epsilon delivery rates continue to outperform industry average with click-through rate highest for HTML emails

Epsilon International released its Q3 Email Trends and Benchmarks Results which show email volumes deployed in the EMEA region have increased by 12%. Delivery rates in the UK remain consistently high at 95.3%.

The quarterly analysis is compiled from billions of emails, sent throughout the region by Epsilon International in July, August and September 2009, across multiple industries. The analysis combines data from both of Epsilon’s proprietary platforms, DREAM and DREAMmail.

Report Highlights:

• Open rates in the UK remained stable at 19.7% compared to 19.6% in the third quarter of 2008. Open rates for B2B emails were noticeably higher at 23.8%.

• Average click through rates fell slightly from 6.8% in Q3 2008 to 6.1% in 2009. This indicates a very slight lull in email click through performance in the summer months, which is not surprising due to holidays.

• Delivery rates increased by 0.2% year on year to 95.3%.

The majority of emails deployed in EMEA are in HTML format driven by the French region where 74.5% of emails are in html. In the UK, multi-part emails continue to be the preferred email format with marketers. 61% of emails deployed by Epsilon’s DREAMmail platform in the UK are multi-part emails, 24.7% html and 6.1% are text only emails. HTML emails enjoyed the highest click-through rates at 6.5%. Multi-part emails registered a click-through rate of 5.9% and text emails, 3.4%.

Ian Hitt, managing director of Epsilon International EMEA, said: “Email marketing continues to lead the ROI rankings and marketers are cementing their confidence in email as an effective communications tool and a critical component of the multichannel marketing mix.”

“With the holiday season, a time when email volumes increase substantially, it is extremely important that email marketers incorporate best practices to break through the clutter. Timely, relevant offers that reflect customer preferences and behavior will drive the most opens, clicks and conversions. In addition, marketers should consider strategies that incorporate triggers and transactional messaging as part of the purchase cycle. Our clients who are focused on a data-driven email marketing strategy continue to outperform the rest of the pack.”

The recent Email Marketing Report published by the Direct Marketing Association confirms that seven out of ten marketers expect expenditure on email to increase over the next twelve months, despite widespread cuts in marketing budgets.


For more information please contact Naomi Attard or Sophie Cooper on 01452 760 147 or email naomi@renegademedia.net

About Epsilon International
Epsilon International (http://www.epsilon.com/uk), is a leading provider of strategic, ROI-focused email communications solutions and marketing automation technologies. Through its combination of innovative technologies, professional services and vertical market expertise, Epsilon International helps marketers acquire, grow and retain profitable customer relationships through highly relevant and personalised email communications. The company's end-to-end suite of industry-specific products and services includes scalable email campaign technology, delivery optimisation, marketing automation tools, turnkey integration solutions, strategic consulting, and creative expertise to produce email programs that generate measurable results throughout the customer lifecycle.
Epsilon International is an operating unit of Epsilon (http://www.epsilon.com), a leading provider of multi-channel marketing services, technologies and database solutions and has developed successful email programs for hundreds of companies, including Expedia, Northwest Airlines and The Washington Post/Newsweek Interactive.
Epsilon is an Alliance Data company with principle offices in Boston, Dallas, New York, St. Louis and Washington, D.C.

Published on: 10:43AM on 6th January 2010