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Consumers Want Choices...And Email Benchmarks Prove It

Posted on 8.26.2015

Today's shoppers are very much in control of how they conduct business online.

For example, nearly 70 percent of consumers surveyed by Zendesk said they prefer self-service over speaking to a representative. Another survey from SDL indicates the majority of those ages 18 to 36 expect to engage with a company whenever and on whatever channel they choose.

Consumers want choice and that is perhaps most evident in Experian's latest (Q2 2015) Email Benchmark report, which found that email campaigns using the word "choose" or "choice" in the subject line earned higher revenue per email, transaction rates and transaction-to-click rates. Consumers want choices. They want to choose.

Brands can not only test the word "choose" or "choice" in an email subject line immediately, but they can also start to provide customers and potential customers more options in a variety of ways. For starters, companies can empower recipients with separate calls-to-action within emails, such as Old Navy does for customers who have purchased multiple items. Old Navy includes separate CTAs to leave a review for each item purchased (see image). A similar strategy could be including different promotional offers within an email (e.g. Choose Your Back-to-School Discount) like free shipping, or 10 percent off or buy-one-get one half off. 

Retailers should also be offering different shipping and return options, empowering customers to choose what works best for them. Free shipping with a minimal purchase cut off is a good strategy, but merchants should also offer the ability to pay an additional fee for quicker shipping. There should also be return options, especially for those retailers with both online and brick-and-mortar shops, as UPS found that 82 percent of online shoppers are likely to complete a sale if they can return in store OR ship back for free using a prepaid label.

How can you add more choices for your online customers?

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