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Email Marketing Open rates continued to increase in 2013


A recent study conducted by Experian has found that open rates on email marketing campaigns increased by 6% in Q3 compared to the same period in 2012. The study also found that the number of emails sent increased by 12.7% compared to Q3 in 2012.
The report focused on transactional emails and found that when the brand’s name was mentioned in the subject line of shipping emails, order confirmations, and cancellations, open rates increased.

Other findings included:
-     Shipping confirmations that featured personalisation reached 13.5% – up from 8.3% without personalisation.
-     Order confirmation that asked contacts to join a loyalty programme saw click to open rates rise to 26%
-     Shipping confirmation that asked contacts to join a loyalty programme saw click to open rates rise to 16%
-     Order confirmations that included dynamic cross selling saw 0.97% transaction rates

Whilst these findings may just appear like a lot of numbers at first glance – within there are lessons that email marketers can take on board to improve their own marketing.

Top tips:
-     Use personalisation in subject lines, even if the email you’re sending is not a B2C email.
-     Add a loyalty programme invitation to your email marketing – this could be a section of your email, it doesn’t have to be the primary focus.
-     As images are now displayed automatically in Gmail, use this to your advantage – included an irresistible offer, and make the most of the opens with an enticing call to action.
-     Use dynamic content when you can. Again, dynamic content is not just limited to B2C emails. When possible try to upsell to your contact by using information you already have about them, i.e. their purchase history.

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