Email volume grew by 15.5% year-over-year in Q1 2015 according to the Experian Marketing Services latest quarterly email benchmark report, marking the 10th consecutive quarter of volume growth and the 9th featuring a double-digit increase. This latest study highlights reactivation series (re-engaging with inactive subscribers), noting that while the first email outperformed the second in open and click rates, second mailings provided incremental lifts of at least 50% in opens, clicks and revenues relative to the first email’s amounts.
About the Data: Experian Marketing Services’ quarterly email benchmarks are based on analyses of major email marketing trends and key performance indicators across six major verticals: Business products and services; consumer products and services; media and entertainment; multi-channel retailers; publishers; and travel. As marketers become more cross-channel, the number of brands that are primarily catalogers has decreased. Therefore, catalog brands have now been combined with the consumer products and services vertical. Data analyzed within these benchmarks are from client brands within the United States and Canada that have opted to participate in the study. All metrics, including the historical benchmarks, reflect average performance at 7 days after the emails were sent.