Email ROI Holds at 8¢ a Message
Even as opens were up and clicks were down, revenue per email held steady at 8 cents in the third quarter of 2014, says the "2014 Q3 Email Benchmark Report." The research announced on Tuesday by New York-based Experian Marketing Services may reveal an open and click trend—Q3 research released on Jan. 7 by competitor Epsilon found similar increases and declines and reasoned that they were the result of recipients using mobile email.
Experian reports similar findings.
"Fifty-three percent of total email opens occurred on a mobile phone or tablet in Q3 2014," according the research. "This is an increase from the 48 percent seen in Q2 2014."
Catalogers, consumer products and services, and multichannel retailers saw most of the mobile opens, with multichannel marketers receiving 50 percent of their clicks from mobile users. Experian adds: "business products and services, travel and publishers still receive most of their email opens and clicks on desktop devices."
Email volume is up year-over-year by 17. 1 percent, opens rose .5 percent to 16.7 percent, and clicks declined by .2 percent to 2.1 percent, Experian says.
Experian provides email marketers with tips on how to improve. The report says:
- Plan ways now "to convert holiday shoppers into year-long customers."
- "Focus on deliverability and data quality to effectively reach customers." Most companies are using three to four channels to collect data on prospects and customers in order to increase deliverability. Remove addresses with hard bounces and decrease email frequency to unresponsive recipients—while trying to reactivate them.
- Strengthen connections with customers by using the data collected through holiday campaigns. Among several examples in the Experian report is the birthday email. "Birthday emails enjoy three times the transaction rate of regular, promotional mailings (.09 percent compared to .03 percent, respectively). While 76 percent of brands collect customers' birth dates, only 35 percent of brands run birthday email programs," reads the research.
- "Coordinated messaging across channels will allow marketers to deepen brand-to-customer relationships over time." Social and mobile marketing are opportunities many marketers are missing.
Are marketers noticing the shift to mobile email?