Welcome e-mails with offers equal more transactions: Experian

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Offers within welcome e-mails result in significantly higher transaction rates than those within bulk messages, according to research released October 19 by Experian Marketing Services.

Welcome e-mails have transaction rates nine times higher than bulk mailings, according to the study, “The Welcome E-mail Report: Benchmark Data and Analysis for Engaging New Subscribers through E-mail Marketing.”

The service provider penned the report after a year of research, from May 2009 to April 2010, with 65 Experian clients.

“We have encouraged welcome e-mails for a long time, [as they] serve to establish the best relationships,” said Shelley Kessler, e-mail marketing analyst at Experian CheetahMail, and the report's author. “We wanted to have data that best supported that.”

The report also indicated that revenue per e-mail is eight times higher for welcome e-mails than for bulk mailings, as well as that welcome e-mails generate four times the open rates and five times the click rates as other bulk promotions.

On average, welcome e-mails with links to social media have 6% higher click rates than welcome messages without those links.

“It is an opportune time to get a layer of messaging to consumers,” said Sara Ezrin, senior director of strategic services at Experian CheetahMail.

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