September 6, 2012
A new study from Experian Marketing Services shows e-mail volume increased 10 percent from the second quarter of 2011 through the second quarter of 2012. In fact, more than 55 percent of brands had statistically significant increases in open rates during the same period.
“While click rates continued to show a year-over-year decline, there is some evidence that the rates are stabilizing,” said Regina Gray, vice president of strategic services, Experian CheetahMail.
“E-mail is still the most effective channel to connect with customers as we’ve seen a growing trend of brands utilizing social capabilities to acquire and engage consumers and fans across these new media channels.”
Travel and consumer products and services e-mails increased most with 41 percent and 19 percent respectively. Media and entertainment e-mails rose 17 percent.
There was, however, only a two percent change in all industry e-mails, “as all verticals (except travel) experienced less growth than they did during the same period, a year ago.”
Experian’s study also analyzed social media sites – such as Facebook, Twitter, and Pinterest – appearing in the mailing name or subject line of the e-mail. They were then compared to the performance of all other mailings from the same clients for the same time period.
The study revealed a 70 percent growth in brands sending ‘Like us,’ ‘Follow us’ or ‘Pin us’ e-mail campaigns.
Pinterest ‘Pin us’ mailings produced unique click rates nearly 25 percent higher than other mailings. Unique open rates for Twitter ‘Follow us’ mailings were 9.5 percent higher than those for their other mailings.
Unique click rates were virtually identical to all of their other mailings. Coupons click rates are also on the rise with a 50 percent higher click rate and double the revenue per e-mail rate than campaigns without offers.