Shoppers appreciate e-commerce marketers who let them stay on-task in their email accounts, showing so with an “increase [in] unique click rates by as much as 18 percent, and click-to-open rates by more than 10 percent,” according to Experian. So consumers can become customers, then continue to scroll through their inboxes, according to the company’s research.
“Kinetic email is the next stage of responsive design,” Experian finds. “It allows email content to be interactive and dynamic, enabling the user to explore offerings or choices without leaving his or her inbox.”
Released on March 3 and announced via email on Monday, the “Q4 2016 Email Benchmark Report” examines campaigns from marketers in “six major verticals: business products and services, consumer products and services, media and entertainment, multi-channel retailers, publishers and travel.”
Experian credits kinetic email with making a huge difference for marketers, considering consumers receive hundreds of emails a day and spend a few seconds on each one — at most. So knowing they don’t have to leave the inbox to travel to an e-commerce site makes a huge difference and, singling out e-tailers, “retail marketers can use carousel navigation to showcase color and size choices within the email,” the Experian blog post announcing the research declares.
But do it right.
“It is important to implement kinetic design in a staged fashion,” advises the report’s executive summary, “starting with the simplest designs and moving to designs that are more complex. It is also essential to test creative, offers and segmentation to optimize the response from this technique.”
Overall Email Benchmarks
Email volume continues its double-digit increases. The last time Target Marketing highlighted an Experian email benchmark report, email volume rose 15.5 percent from Q1 2014 to Q1 2015.
For the Q4 2016, the report says, brands upped their volume year-over-year by 14 percent — “while open, click and transaction rates, revenue per email and average order volumes all remained relatively stable during the same time period.”
So they increased their volumes in order to get the same results? Not quite.
“Revenue per email increased to [8 cents] in Q4 2016, compared with [6 cents] the previous quarter,” Experian finds. “Department stores and shoe retailers had the highest quarter-quarter gains in revenue per email.”
Another notable stat is “56 percent of total email opens occurred on mobile phones or tablets in Q4 2016.”
What do you think, marketers?
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