The USA DMA’s EEC and Espilon have released the Q2 2012 report called “Q2 2012 North America Email Trends and Benchmarks ” which includes email marketing engagement from 7.3 billion emails sent by Epsilon in April, May & June 2012.
They have introduced a new email marketing metric called Email Activity Segment Evaluation (EASE), which is supposed to (easily) measure unengagement list subscribers. In the case of Q2 2012, 59% of new email subscribers are unengaged. Read more
The big news the past days was that Google search ranking was affected by email reputation according to a post on Lockergnome. Yesterday however this was debunked by Matt Cutts, web spam lead over at Google. He’s also posted some comments over at Hackernews as well. At first this seemed plausible, because Google has full access to all the GMail behaviour of its webmail members: also this would make a websites online reputation more intertwined and affected not solely by SEO and Google’s Pagerank Algorithm. False alarm for now, but this doesn’t mean Google (or another webmail provider who also happens to have a search engine) couldn’t do this in the future.
After the big wave of tweets, posts and updates on the Epsilon email data breach (read more here), there was some other news in the email marketing industry. Among the news is a post by Stylecampaign concerning email on the Kindle, and one by Campagin Monitor focussing on how they redesigned and optimized their newsletter for mobile. See the email marketing news and posts below:
Email service provider Epsilon has been hit by a hacking attempt which affected many top level companies including Citi, Disney Destinations, Best Buy and Target. The press release posted on Epsilon’s website last Friday states that just 2 percent of total clients was hit, and only email addresses and/or customer names were obtained. As Epsilon has more than 2500 clients and sends out more than 40 billion emails a year, even 2 percent amounts to 50 companies being hit.
Oddly enough Benefit Cosmetics is a former client, according to databreaches.net: they raise the question as to why the Benefit Cosmetics data was still on the Epsilon servers at the time of the data breach.
Some email marketers response to the event:
More resources, responses and info on the Epsilon data breach can be found here: