Top WMW! Email Categories Offering Free Shipping
Consumer catalogs and retail traffic builders dominate with the “free shipping” offer in email received by Who’s Mailing What! from May 2014 through April 2015 and no category is even close in terms of volume.
Nearly all of the Top 10 categories are either catalogs or retail-focused and the only outlier is special interest magazines which sits in sixth place in terms of volume of email offers with free shipping.
The story becomes clearer when you examine what percentage of total category emails include the free shipping offer — as opposed to just looking at volume. In the case of special interest magazines, for example, only 6.2% of these emails include a free shipping offer. These are mostly ancillary offers from the magazine’s parent company.
The Top 10 categories, based on volume of free shipping offers received May 2014 to April 2015:
Consumer Catalogs – 60,785 total offers, 20,187 (33.2%) offering free shipping
Retail Traffic Builders – 32,359 total offers, 14,357 (44.4%) offering free shipping
Food & Kitchenware Catalogs – 7,828 total offers, 3,342 (42.7%) offering free shipping
Men’s/Women’s Fashions – 4,248 total offers, 2,434 (57.3%) offering free shipping
Children/Teen Catalogs – 7,498 total offers, 2.250 emails (30%) offering free shipping
Special Interest Magazines – 23,511 total offers, 1,455 emails (6.2%) offering free shipping
Women’s Fashions – 2,661 total offers, 1,383 emails (51.9%) offering free shipping
Business Catalogs – 4,165 total offers, 1,003 emails (24.1%) offering free shipping
Shoes – 1,917 total offers, 985 emails (51.38%) offering free shipping
Cosmetics/Grooming – 1,920 total offers, 968 emails (50.4%) offering free shipping
For more trends, best practices and effective messages check out the Email Marketing 2015 report now available in the Direct Marketing IQ bookstore.
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