Businesses that get personal with their emails to customers tend to get the best results, according to the 2013 Email Market Study released by Experian Marketing Services.
The Experian study found that personalized business email generates six times higher transaction rates and revenue per email than non-personalized business email.
“Consumers have come to expect content tailored to their unique interests and preferences, and there is a clear business case for why marketers need to meet those expectations,” Peter DeNunzio, general manager of cross-channel marketing for Experian Marketing Services, said in a release. “As the Email Market Study indicates, marketers are testing various personalization tactics and consumers are responding, but we still have more to learn.”
Results from the study include:
• Personalized promotional mailings had 29 percent higher unique open rates and 41 percent higher unique click rates than non-personalized mailings.
• Personalized, triggered mailings had 25 percent higher unique open rates and 51 percent higher unique click rates.
• Personalized, trigger campaigns produced more than twice the transaction rates of non-personalized trigger mailings.
• Multichannel retailers experienced a 37 percent increase in unique open rates for emails with personalized subject lines as opposed to emails sent during the same period with non-personalized subject lines.
The study also revealed new tactics and rising trends in increasing the efficiency of business email marketing campaigns, including:
• Forty-five percent of marketers utilize pop-up windows on their websites to gather email addresses. Such activity was up 107 percent since last year.
• Responsive design—technology that automatically adjusts emails to the user’s screen—more than doubled in business email campaigns from 2012 to 2013.
• The promotion of social networks in emails rose in 2013. Pinterest was the fastest-growing social network used by retailers, followed by Instagram.
For more information, the complete Email Market Study is at http://ex.pn/1exm3Cr, and a related video chat is at http://ex.pn/1brdF6H.
