Email Volume Up 11%; What About Open Rates?
The overall volume of email increased over 11 percent in the first quarter of 2013 (year-over-year from Q1 2012) according to a new benchmarking report released from Experian Marketing Services.
According to Experian, multichannel retailers had the highest gain in volume, with 70 percent of brands increasing their mailings in the first quarter. The report also revealed that unique open rates increased 9.7 percent year-over-year as well in the first quarter of this year.
E-RECEIPTS IN FOCUS
Experian indicated that a new trend emerged in 2012 in e-receipts, a form of transaction-based email now commonly used by brick-and-mortar retailers.
Experian examined 12 brands that deployed e-receipt emails in 2012 and found that while unique opens were nearly double that of bulk email (likely because they are triggered at a customer's request), unique click rates were actually lower as there tend to be fewer calls to action (sounds like an opportunity to me).
What's most interesting is the bounce rate of e-receipts was over seven times higher compared to bulk email - likely because of the tendency of consumers not to provide their real email address when checking out at a brick-and-mortar retailer.
SUBJECT LINE "GIFT IDEAS"
Looking for a good idea to boost your open and click rates? Experian noted that the use of "Gift Ideas" in the subject line had 18 percent higher unique click rates and forty percent higher transaction rates than other emails on Father's Day. The phrase also performed well during the Christmas season, with 24 percent higher transaction rates and revenue per email than other holiday mailings for beauty, flowers and gift brands.