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BizReport : Email Marketing : March 08, 2013

Experian: Consumers engaging with email more

According to new numbers out from Experian Marketing Services email volume rose about 5% (Q4 2012), with mobile pushing many more email opens. According to Experian's data mobile is increasing email response time - meaning consumers are clicking on emails closer to 'send' time.

by Kristina Knight

Other interesting findings include:

• 66% of travel brands upped email sends in Q4
• Publishers and consumer products brands each increased email sends by at least 10%
• 55% of email marketers saw email revenue increase, although transaction rates were flat Year over Year

"Overall email volume increased in Q4 and unique open rates increased for the third straight quarter, as more than 56 percent of brands had statistically significant increases in transaction rates for Q4 2012, with Multichannel retailers seeing the largest increase along with Consumer Products," said Peter DeNunzio, general manager, Experian Marketing Services CheetahMail. "One trend for email marketers to watch is the speed of response time among their customers, especially when it comes to email viewed via mobile devices. Marketers operate in a time and place where it's more important than ever to continually optimize their marketing campaigns with some sort of testing procedures, especially given the amount of data available today."

A new release from Comm100 could help emailers take better advantage of this increase is usage; their Email Wizard offers templates for users which can be customized to the marketer; the platform uses drag-and-drop options.

"Our new email wizard provides our clients with a simple drag and drop tool to build professional quality emails in a matter of minutes," said Kevin Gao, Founder and CEO of Comm100. "We introduced a beta version of the wizard about two months ago, and received very positive feedback and some thought-provoking suggestions that we implemented in this release. We understand that our clients need to be able to create campaigns quickly and react on the fly to new developments, so we build all of our solutions to make their lives easier."

Tags: Comm100, email analysis, email marketing, email tips, email tools, Experian Marketing Services

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