Brands Delivered 53% More Emails in Q3 2016 According to Asia Pacific Email Trends and Benchmarks

2017-02-13 09:00 2413

HONG KONG, Feb. 13, 2017 /PRNewswire/ -- Epsilon®, a global leader in creating connections between people and brands, today released the Q3 2016 Asia Pacific Email Trends and Benchmarks report. The report, which measures emails sent by Epsilon clients in Australia, mainland China, Hong Kong, Japan and Singapore, shows a 12.5% decrease in click rates from Q2 2016, likely driven by a 53% increase in the average number of emails delivered per company.

"A slight decrease in click rates isn't cause for concern. The email channel is no longer only about driving engagement via clicks and opens, it's about connecting the customer experience across channels and devices to build deeper relationships with consumers," shared Liz Sullivan, Vice President, Strategy and Insight, International at Epsilon. "In the year ahead, marketers need to couple consumer insights with email's versatility to create impactful marketing moments and deliver contextually relevant and personalized communications that engage consumers."

Business as usual methodology and email trends

The quarterly business as usual (BAU) analysis was compiled from 772 million emails sent by approximately 60 Epsilon clients in Q3 (July - September) 2016 across multiple industries.

Key findings from the Q3 2016 report include:

  • The Q3 2016 open rates of 16.4% were slightly below Q2 2016 (16.6%) and lower than Q3 2015 (19.6%).
  • Click rates for Q3 2016 (2.8%) were lower than Q2 2016 (3.2%) and lower year-over-year (5.1%).
  • Non-bounce rates decreased slightly to 96.2% from 96.7% in Q2 2016 and are slightly higher than Q3 2015 (95.1%).

Triggered message methodology and email trends  

Triggered message benchmarks were analyzed from approximately 26 million emails sent by Epsilon clients from January 2016 to September 2016 across multiple industries. Results track campaigns deployed as a result of a consumer action such as welcome, abandon shopping cart, thank you or confirmation.

Key findings from Q3 2016 triggered message research include:

  • Triggered messages accounted for 1.8% of total email volume in Q3 2016, above Q2 2016 (1.2%) and higher than Q1 2016 (0.8%).
  • Triggered open rates were 190.2% higher than BAU in Q3 2016, lower than the Q2 2016 lift of 213.9% over BAU.
  • Triggered click rates continued to outperform BAU, reporting 460.7% higher in Q3 2016, notably higher than the Q2 2016 lift of 250% over BAU.

For more information and country-specific benchmarks, the Q3 2016 Asia Pacific Email Trends and Benchmark report is available at:

About Epsilon

Epsilon® is a global leader in creating connections between people and brands. An all-encompassing global marketing company, we harness the power of rich data, groundbreaking technologies, engaging creative and transformative ideas to get the results our clients require. Recognized by Ad Age as the #1 World CRM/Direct Marketing Network, #1 U.S. Agency from All Disciplines and #1 Largest U.S. Mobile Marketing Agency, Epsilon employs over 7,000 associates in 70 offices worldwide. Epsilon is an Alliance Data company.

Epsilon International is an operating unit of Epsilon, with local offices in Australia, mainland China, Hong Kong, India, Japan, Singapore, U.K., France, Germany and Ireland. For more information, visit or email to

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Source: Epsilon International
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