Advertisement

POS Subscribers Provide 32% Higher Open Rates

Retail marketers need to take action to improve the quality of data they obtain at the POS, as these subscribers often are highly engaged with the brand. For example, welcome mailings to POS subscribers had a 23.2% click-to-open rate, 32% higher than the 17.5% rate for subscribers obtained from other sources. Experian Marketing Services conducted its survey from April 2015 to May 2016.

Total email volume rose by 17.1% during the year. More emails mean retailers are going to have to be even more careful when gathering data from POS subscribers, especially as the holiday season rolls around. POS email collection problems are often caused by human error and include incomplete or missing data, duplicate data and outdated information.

As part of the Q2 2016 Email Benchmark Report, Experian gave three recommendations to brands seeking to ensure they are gathering high-quality data from consumers:

Advertisement

  • Marketers should invest in real-time email validation technology;

  • Train store associates for data collection; and

  • Have customers verify data in real time.

The report also touched on key holiday email strategies, including social media, email personalization and retention.

When it comes to social media, targeting email subscribers based on specific interests can lead to high engagement. For example, welcome emails sent to subscribers who engaged via Facebook had an 11% higher click-to-open rate than other welcome emails from the same brand. In addition:

  • Marketing campaigns that included a dynamic countdown clock had a 41% higher click-to-open rate and more than double the transaction rate of other holiday mailings from the same brands;

  • Brands that included personalized subject lines experienced 27% higher unique click rates, 11% higher click-to-open rates and more than double the transaction rate compared with other promotional mailings; and

  • “Thank you for your purchase” mailings (sent on top of an order confirmation) had twice the open and click rates and five times the transaction rate of promotional mailings.

Data analyzed in the Q2 benchmark report is from client brands within the U.S. and Canada that have opted to participate in the study. All metrics, including the historical benchmarks, reflect average performance at seven days after the emails were sent.

Featured Event

Join the retail community as we come together for three days of strategic sessions, meaningful off-site networking events and interactive learning experiences.

Advertisement

Advertisement

Access The Media Kit

Interests:

Access Our Editorial Calendar




If you are downloading this on behalf of a client, please provide the company name and website information below: