News Byte: Order and Ship Emails Are Top Loyalty Recruiters

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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.

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