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BizReport : Email Marketing : October 30, 2006

Jupiter: Make Emails Relevant

Not getting enough of a return on your email campaign? The problem could be that your messages rely too heavily on discounts on shipping rather than giving readers a relevant message. That is the word from a new Jupiter Research study.

by Kristina Knight

The study shows that sending targeted emails that are based on customer’s click-through history and buying tendencies will increase conversion rates.

The more personalization that is included in each email sent to customer lists the more likely users are to open the emails, look for buys and then convert to buyers.

On average, untargeted email campaigns have open rates of only 20%, a click through of only 9.5% and conversion rates of only about 1%. On the other hand, targeted email campaigns have a 33% open rate on average, a 14% click-through rate, and a conversion rate of 3.9%.

Still not convinced that targeted emails are the way to go? Consider this more respondents have clicked on an email link (54%) because it interested them, because of the copy (40%) or the subject line (35%) than because of sale or shipping information provided in the mailing.

In addition to culling email lists for unsubscribed or bouncing members on a regular basis, targeting messages to specific patrons is a great way to keep users happy and shopping with your company.

Tags: email deliverability, email marketing

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