Welcome e-mails with offers equal more transactions: Experian

Share this article:

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.

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

The Devil's in the Detail: Crafting the Email Subject Line

The Devil's in the Detail: Crafting the Email ...

The email subject line is the window of opportunity for marketers to connect with potential customers.

6 Do's and Don'ts for Trigger Emails

6 Do's and Don'ts for Trigger Emails

Because one data point is never enough.

Gmail's Unsubscribe Button Unlikely to Affect Marketers

Gmail's Unsubscribe Button Unlikely to Affect Marketers

Marketers shouldn't worry too much about the new feature, but that doesn't mean they shouldn't pay attention.