Email Experience Council

That Does Not Mean What You Think It Means: Are Email Clicks Worthless?
February 19, 2015

For years, email marketers have relied on a metric that was thought to be a rock-solid indicator of two things: That the number of clicks or opens could be translated as a measure of engagement, and that by pruning dead subscribers from a list, and thereby increasing your engagement, your reputation with ISPs would be increased. However, Dela Quist—the CEO of London-based email marketing agency AlchemyWorx—shook up the email marketing world, as reported by Ken Magill this week, by challenging the long-held doctrine of not emailing to inactive subscribers.

Email: When Are the Best Times to Pull the Trigger?
November 28, 2012

Whether you're a mom-and-pop store on the corner or an international retail conglomerate, the old saying holds true: "People do business with the people they know, like and trust." Success is contingent on building relationships with your customers.

DMA Appoints Stephanie Miller Vice President, Member Relations
October 2, 2012

The Direct Marketing Association (DMA), the world’s largest trade association dedicated to advancing and protecting responsible data-driven marketing, today announced the appointment of Stephanie Miller as Vice President, Member Relations, a newly created position.

Email Marketers Struggle Engaging New Subscribers, Report Finds
September 13, 2012

Epsilon and the Direct Marketing Association's (DMA) Email Experience Council today released the Q2 2012 North America Email Trends and Benchmarks report, which introduces a new metric, email activity segment evaluation (EASE). According to EASE, 59 percent of new email subscribers on an average email list are unengaged with email marketing programs.

Email Marketers Optimize for Mobile
August 21, 2012

More than one-third of emails worldwide are opened on mobile. Though email increasingly competes with other digital channels for consumers’ time and attention, it continues to be an effective tool for marketers, according to a new eMarketer report, “Email Marketing Benchmarks: Key Data, Trends and Metrics.” Email open rates in North America have risen in recent quarters, even as clickthrough rates have been slipping. Data from Epsilon and Email Experience Council for the last two years showed clickthroughs fell below 5 percent for the first time in the first quarter of 2012.

Email Open Rates Improve in Q1, Report Finds
June 21, 2012

Epsilon and the Direct Marketing Association's Email Experience Council released the Q1 2012 North America Email Trends and Benchmarks report, which shows a steady increase in open rates over both the same quarter from a year ago and last year's fourth quarter. Although findings reveal a 23.9 percent decrease in average volume per client from the previous quarter, which is typical following the holiday email surge in the late stages of the fourth quarter, the report does show a 21.4 percent increase from the first quarter of 2011.

Turning Emails Into Customers
June 1, 2012

Most companies have embraced email—and they spend a lot of time and money to grow their email lists. This is good, but it’s not enough. The most successful email marketers not only work on growing their email lists, they work to turn email addresses on their lists into fully engaged customers. Here are a few ways to leverage editorial and service email messages to drive sales.

Q4 2011 North America Email Trend Results: Open Rates Increase Over Previous Quarter and Year
April 9, 2012

The Direct Marketing Association's Email Experience Council and Epsilon today released the Q4 2011 North America Email Trends and Benchmarks Results. For the first time, the report includes an analysis of triggered email messages, revealing that triggered messages represented 2.8 percent of total email volume measured in the report in Q4. These messages had 96 percent higher open rates and 125 percent higher click rates than "business as usual" messages.

Q4 Email Open Rates Increase Over Previous Quarter and Year
April 5, 2012

Epsilon and the Direct Marketing Association's Email Experience Council today released the Q4 2011 North America Email Trends and Benchmarks Results report which for the first time includes an analysis of triggered email messages. In last year's fourth quarter, triggered messages represented 2.8 percent of total email volume. These messages had 96 percent higher open rates and 125 percent higher clickthrough rates than "business as usual" email messages. 

3 in 4 U.S. Organizations Say Social Media Poses Challenge to Email
February 10, 2012

75 percent of U.S. organizations say that competition with social media for recipients’ time and attention is either “very challenging” or “somewhat challenging” to their future success in email, according to a report released in February 2012 by Econsultancy in partnership with the Email Experience Council of the Direct Marketing Association. Other challenges to email’s success include young people abandoning email as their primary channel (69 percent), getting the deserved budget and attention (65 percent), and integrating email with other marketing channels (61 percent).