News Byte: Order and Ship Emails Are Top Loyalty Recruiters

Share this article:
Shipping emails deliver results.
Shipping emails deliver results.

Experian Marketing Service's Q3 Email Benchmark Report found that click-to-open rates for order confirmation emails that included invitations to join loyalty programs rose by 26% over the year-earlier period. Clicks on shipping emails with recruiting links increased 16%. (The click-to-open rate denotes  how many people clicked inside an email after opening it.)

Unique click rates rose by 13.5% for shipping confirmations that featured personalization, compared to only 8.3% for non-personalized versions, according to the Experian report released today.

Transactional emails that featured cross-selling information for other products achieved higher transaction rates across the board. The method was most effective in return confirmation emails, eliciting a transaction rate of .60% compared to .33% for emails that didn't offer new options. Cross-selling order confirmations produced a transaction rate of .95% versus .65%.

Shipping emails that included the brand of the product being shipped in the subject line produced a 7% increase in unique opens, while increases were negligible for other transactional emails using this tactic.

Overall email volume for the quarter increased 13.7% and unique opens rose 6%, Experian reported.

Share this article:
close

Next Article in Email Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Email Marketing

To Send or Not to Send More Email: That Is the Question

To Send or Not to Send More Email: ...

"It's not a matter of 'one email a day is fine, but two emails a day is too much.'"

Forrester: Keep Your Eye on the Email

Forrester: Keep Your Eye on the Email

Merging email with other channels is all well and good, but a Forrester Wave analysis holds that the email channel itself could stand improvement.

Email Opens Have Increased While Clicks Remain Static

Email Opens Have Increased While Clicks Remain Static

Open rates rose to 32.9% in Q1 2014, but clicks haven't changed for the past couple of years, a study says. But why?