Emails Targeted To Current Loyalty Program Members Have Transaction Rates Almost 30 Percent Higher Than Bulk Mailings

Emails targeted to current loyalty program members have transaction rates almost 30 percent higher than bulk mailings
New loyalty report from Experian Marketing Services reveals key trends for engaging high-value customers

Schaumburg, Ill., Feb. 14, 2011 — Experian Marketing Services, a leading provider of data, analytics and marketing technologies to help organizations target and engage their customers more effectively, today announced a new loyalty study that provides an in-depth look at customer loyalty behavior and trends in the marketplace. A major theme from the report is how marketers can empower their customers to become vocal advocates of the brands.

The loyalist: leveraging relationships with existing customers to increase ROI provides marketers with a unique look at what drives relationships with customers and ideas on how to improve loyalty email campaigns to deepen customer advocacy and drive long-term sales.

“Knowing which customers have a propensity to be loyal brand advocates is critical to every business today,” said Rachel Bergman, senior vice president and general manager of Experian CheetahMail, a part of Experian Marketing Services. “Given the highly competitive nature of the industry, marketers that engage customers with programs that motivate and reward loyalty will yield significant returns,” said Bergman.

The report highlights several email loyalty trends that help marketers understand how customers behave and engage with companies to which they are loyal. For example, emails targeted to current loyalty program members have:
• 40 percent higher open rates;
• Over 20 percent higher click-through rates;
• Almost 30 percent higher transaction rates;
• Over 10 percent higher revenue per email.

To download a copy of the report, click here: The loyalist: leveraging relationships with existing customers to increase ROI.

Jennifer Marshall
Experian Marketing Services
1 224 698 8798

About Experian Marketing Services
Experian Marketing Services delivers best-in-breed data, analytics and platforms into multiple regions around the globe. It is focused on helping marketers more effectively target and engage their best customers through email, digital advertising, customer data management, customer and competitive insight, data enrichment and list rental, modeling and analytics, and strategic consulting. Through these capabilities, Experian Marketing Services enables organizations to encourage brand advocacy, create measurable return on investment and significantly improve the lifetime value of their customers.

About Experian
Experian® is the leading global information services company, providing data and analytical tools to clients in more than 90 countries. The company helps businesses to manage credit risk, prevent fraud, target marketing offers and automate decision making. Experian also helps individuals to check their credit report and credit score and protect against identity theft.

Experian plc is listed on the London Stock Exchange (EXPN) and is a constituent of the FTSE 100 index. Total revenue for the year ended March 31, 2010, was $3.9 billion. Experian employs approximately 15,000 people in 40 countries and has its corporate headquarters in Dublin, Ireland, with operational headquarters in Nottingham, UK; Costa Mesa, California; and São Paulo, Brazil.

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