Q2 2012 North America Email Trend Results: Significant Opportunity to Better Engage New Subscribers
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Triggered Highlights:
- Triggered open rates were 94.8 percent higher than BAU. This is an increase over the previous quarter (75 percent) and the previous year (82.1 percent).
- Triggered messages accounted for 2.6 percent of total volume, 22.0 percent higher than Q211 (2.1 percent) and 14 percent higher than Q112 (2.3 percent).
- Triggered click rates continued to perform well, reporting 122.1 percent higher than BAU. Q211 triggered click rates showed an 88.6 percent lift over BAU.
Email Activity Segment Evaluation (EASE)
These metrics are compiled from over 660 million non-bounced and opted-in email addressed that were contracted from July 1, 2011 to June 30, 2012, across multiple industries and approximately 150 clients. The EASE analysis, which includes behavioral segments, examined the overall performance of the average email file.
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