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BizReport : Email Marketing : February 03, 2015

Experian: Email volume, opens up nearly 20%

Email volume continues to rise, as to open rates. That is the takeaway from Experian's Q3 2014 Email Benchmark Report. Experian's data shows 16.7% unique email open rates and a 17.1% email volume rate for Q3 2014.

by Kristina Knight

Meanwhile click rates came in a 2.1% according to Experian.

Perhaps the best news, though, is a reminder: after the busy holiday season retailers and brands have the chance to convert one-time or holiday shoppers into year-long customers.
"During the holidays, marketers regularly obtain information about customers through email sign-up forms in stores and on websites, as well as from responses to email and campaigns in other marketing channels. It's important for marketers to leverage this information to target customers and customize marketing interactions throughout the year," was written in the report.

Experian's advice?

First, focus on deliverability and data quality to reach the right customers at the right time. This will also help to deepen the connection between brand and consumer. The report authors also note email messaging should be coordinated across channels to build stronger customer relationships.

Second, give the message meaning - send a birthday note to subscribers with a special offer inside. Experian notes that birthday emails have a 3 times higher transaction rate than other promotional mailings. Along with meaning, get personal.

"Personalized email subject lines provide a 26 percent increase in transaction rates compared to regular, promotional mailings," was written in the report. "However, while ninety-four percent of brands collect first names from subscribers, only 36 percent used personalized subject lines in their 2013 holiday season emails."

Third, optimize for mobile. According to data about half of all sent emails are now opened on a mobile device, so brands should start optimizing messaging and images for mobile screens.

Image via Shutterstock

Tags: email marketing, email messaging tips, email trends, Experian

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