Sunday, 12 July 2009

The Rewards of Relevance

The open rate for marketing e-mails increased for the third quarter in a row during Q1 of this year and also rose significantly over the year-ago..

The "Epsilon Q1 2009 Email Trends and Benchmarks" report found that (over Q1 2008):

  • Email open rates reached 22.1 % in the first quarter, up 11.2% over 2008.
  • Click rates increased to 6.1%.
  • Delivery climbed to 94.1 percent compared to 93.4 % for the same quarter last year.
  • Open rates generally increased. Financial services achieving the highest open rate at 31.4%, while retail apparel did the least well at 14.3%.

The report concludes that the single most important driver of these improvements is relevance in terms of "content, timing and frequency." Marketers increased focus on growing and maintaining an effective list, and using advanced analytics and segmentation models to reach the right consumers at the right time with the right message underpins this.

An additional study found that emails drive offline sales - 59% consumers in Asia Pacific made offline purchases as a result of e-mails. That figure was 53% for North Americans and 37% for Europeans. There is a lot of life yet in this complimentary channel...

12 comments:

Willv said...

After decades of mass marketing bombardment, consumers have learned to filter out anything that has no relevance. There is no doubt that personalized messaging will drive higher responses... now the next question is, how do you keep someone engaged in what you are trying to communicate to them?

Personalized content only sparks interest and motivates someone to read before deleting. Is there a follow up or call to action? I think all marketers invested in online channels of communication should consider this before taking any initiatives.

It almost hurts receiving relevant messages in my inbox, but with no call to action.

Willv

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