Experian Marketing Services releases critical new retail insights in global holiday email study
Study reveals email personalization is important everywhere, percentage and dollar amount off are the most popular offers More than 28 percent of all US email volume occurs during the holiday season
New York, N.Y., June 27, 2013 — Experian Marketing Services, a global provider of integrated consumer insights and targeting, data quality and cross-channel marketing, today announced its release of the global holiday email study. The study includes an examination of more than 100,000 email campaigns sent by more than 1000 brands, across 10 markets, including Australia, China, France, Hong Kong, India, New Zealand, Singapore, Spain, the United Kingdom and the United States, between October 2012 and the end of December 2012.
For many retailers, the holiday season generates the highest amount of revenue. In the US alone, more than 28 percent of all emails are sent during the holiday season. This study provides global brands with insights and intelligence to help their marketing teams augment and optimize their holiday communication plans for the coming holiday season.
“The holiday season is incredibly important and significant to retail brands, as it can often make or break their revenue goals for the year. The international holiday email study shows that there are significant differences and similarities in customer behaviors and responses among the tactics marketers employ across the various regions,” said Peter DeNunzio, general manager, cross-channel marketing, Experian Marketing Services. “Knowing these behaviors allows global brands to capitalize on varying timing and tactical approaches by market.”
Key findings from the study:
• Globally, the most popular types of offers sent by brands during the holiday season are percentage off and dollar amount off, yet response results vary significantly by country.
- China heavily uses percentage off campaigns, however, these campaigns had higher open rates than standard mailings, but lower click rates.
- In Spain, the percentage off mailings performed worse than the standard mailings. The Spanish market also prefers to use the percentage off offer over euro off offer.
- New Zealand and France rely most on dollar off promotions. Yet, despite the high proportion of campaigns promoting a dollar off in the subject line, these messages had lower open and click rates than the average campaigns.
• The best day to mail (weekend versus weekday) may depend on the market:
- During the holidays, India and France experienced lower opens and clicks for weekends than weekdays. In the United States, the reverse occurred, emails had higher engagement on weekends.
- The combination of American’s expectations for ecommerce sites to have the best deals and the explosion of smartphones and mobile devices may be contributing to higher response rates on weekends in the United States, as smartphones enable all shoppers to multitask and comparison shop.
- Australia, Singapore and New Zealand all have higher engagement during weekends than weekdays, yet Asia Pacific markets such as Singapore, Hong Kong and China are not deploying a large amount of holiday emails on weekends. This might be a great test factor for email marketers sending to countries in Asia Pacific in order to optimize open and click rates of campaigns that currently are being deployed during the week.
• Global brands can benefit from a “first mover advantage” in specific markets where email marketing is less mature, implementing practices and tactics that are not yet common across all markets.
- Abandoned cart campaigns typically produce high response rates, especially in Spain where click rates during the holiday season were 13.2 percent. However, many retailers in Spain are not using this form of remarketing, but should consider doing so especially during the holiday season.
- Birthday emails around the holiday season also can be used to catch buyers in a “gift-giving” or “gift-receiving” mood. They are an easy win for email marketers, yet no Asian brands are employing this tactic.
You can download the Experian Marketing Services global holiday email performance study here.
Experian Public Relations
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About Experian Marketing Services
Experian Marketing Services is a global provider of integrated consumer insight and targeting, data quality and cross-channel marketing. We help organizations from around the world intelligently interact with today’s dynamic, empowered and hyperconnected customers. By coordinating seamless interactions across all marketing channels, marketers are able to plan and execute superior brand experiences that deepen customer loyalty, strengthen brand advocacy and maximize profits.
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