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'Choice' vital to email marketing

News, 15 September 2015

NEW YORK: Putting the words "choice" or "choose" into a subject line can significantly boost the success of email marketing campaigns, research has shown.

A quarterly report on email marketing – Q2 2015 Email Benchmark Report – from marketing technology business Experian Marketing Services was based on an analysis of campaigns in six major verticals, including 300 brands and 21bn emails from the second quarter.

This showed that email campaigns containing the words "choice" or "choose" drove 22% higher revenue per email, a 46% increase in transaction rates and a 117% increase in transaction-to-click rates.

"Marketers know that consumers are the ones in control of their relationship today," explained Spencer Kollas, vp/global deliverability services at Experian Marketing Services.

"Consumers are responding to brands that explicitly give them that control," he said.

When it compared email opens and clicks by platform, Experian found that 52% of total email opens occurred on a mobile phone or tablet, marginally up on the first quarter figure of 51%.

The study also looked at the experiences of two brands using SMS and MMS messaging programs and found that people subscribing to both email and mobile were 3.9 times more likely to complete transactions than email-only customers.

"While mobile subscriber lists typically are much smaller than email lists, these subscribers form a loyal group of highly engaged customers," Kollas noted.

"It is the sophisticated marketer that is able to use this type of information to continue to increase brand loyalty and customer engagement across multiple platforms."

Email marketing may not have the highest of profiles in a world where social media and messaging apps attract so much interest but marketers continue to place faith in it, as overall email volumes rose 16.1% in the second quarter of 2015 compared to the same period a year earlier.

The greatest increases came in consumer products and services (+20.7%) and multichannel retailers (+15.6%), while decreases were registered in the media and entertainment (-11.1%) and publishers (-4.4%) sectors.

Data sourced from Experian Marketing Services; additional content by Warc staff