Quarterly email benchmark report - Experian

Amerikaanse multichannel retailers hebben in het vierde kwartaal van 2015 26,1 procent meer e-mails verstuurd dan een jaar geleden. Dat leverde echter betrekkelijk weinig op. 

Het resulteerde namelijk niet in hogere open rates of hogere transacties, sterker nog: het orderbedrag ging zelfs (licht) achteruit.

Overige conclusies

  • There is no “best time to mail,” but weekends and early morning hours saw increased email engagement during the fourth quarter.
  • While email volume increased by 23.4 percent in Q4 2015 compared to Q4 2014, open rates actually matched or were above those in Q4 2014. Unsubscribe rates also decreased year-over-year (YOY), suggesting that even with increased email volume, customers still engage with messages that are relevant and thoughtful.
  • Total email opens increased slightly in Q4 2015 compared with the year prior, while unique opens were down. This suggests that customers are revisiting the same emails multiple times during the day.
  • Transaction rates and revenue per email increased by 14 percent and 12.8 percent (respectively) in Q4 compared to Q3 2015, a common trend for the holiday season. 

 

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