Study reveals opportunities for global brands to capitalise on varying timing and tactical approaches by market
London, June 25, 2013 — Experian, the global information services company, today announced its release of the first international holiday email performance 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. This study provides global brands with insights and intelligence to help their marketing teams augment and optimise 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 behaviours and responses, among the tactics marketers employ across the various regions,” said Simon Martin, Managing Director, Digital, Experian Marketing Services. “Those behaviours highlight how marketers can gain insight to better execute global marketing campaigns at more a regional level.”
Key findings from the study:
Globally, the most popular types of offers sent by brands during the holiday season are percentage and money off vouchers, yet response results vary significantly by country.
The best day to mail (weekend versus weekday) may depend on the market:
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.
Social media offers opportunities to increase open rates
You can download the Experian Marketing Services international holiday email performance study here.
PR Manager, Experian Marketing Services
About Experian Marketing Services
Experian Marketing Services is a global provider of integrated consumer insight, data quality and cross-channel marketing. We help organisations from around the world intelligently interact with today’s dynamic, empowered and hyper connected 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 maximise profits.
For more information, please visit http://www.experian.co.uk/marketing-services/digital.html
Experian is the leading global information services company, providing data and analytical tools to clients around the world. The Group 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 31 March 2013 was US$4.7 billion. Experian employs approximately 17,000 people in 40 countries and has its corporate headquarters in Dublin, Ireland, with operational headquarters in Nottingham, UK; California, US; and São Paulo, Brazil.
For more information, visit http://www.experianplc.com.