About Half of An Average Email List is Inactive

Epsilon’s latest quarterly study of email trends indicates that during Q2, 51% of the average email file was active, inching up from 50.1% in Q1 and 49.9% in Q4 2012. Active segments of the average email file broke down as follows: superstars – mature subscribers who have opened and/or clicked within the most recent 3 months (16%); rising stars – new subscribers who have opened and/or clicked (4%); and nappers – mature subscribers who have opened and/or clicked more than 3 months ago (31%). Activity rates were lower among new subscribers. (more…)