Experian Marketing Services finds that email campaigns giving consumers choice deliver improved revenue outcomes for marketers

Q2 2015 Email Benchmark Report spotlights how customer centric marketing played an important role in the high response rate to a 16.1 percent growth in email volume over the last year

New York, N.Y., Sept. 9, 2015 — New research from Experian Marketing Services, a recognized leader in data-driven marketing and cloud-based marketing technology, shows that email campaigns using the words “choice” or “choose” in the subject line are driving substantially higher engagement and revenue rates than average. As detailed in Experian Marketing Services’ Q2 2015 Email Benchmark Report, these email campaigns drove 22 percent higher revenue per email, a 46 percent increase in transaction rates and a 117 percent increase in transaction-to-click rates.

“Allowing customers to choose their preferred path is a smart and tangible way to increase engagement and ultimately their return on marketing investment,” said Spencer Kollas, vice president of global deliverability services at Experian Marketing Services. “Marketers know that consumers are the ones in control of their relationship today. What’s interesting about the trend our research uncovered is that consumers are responding to brands that explicitly give them that control; they are engaging and spending with brands that are taking action to empower them.”

Value of mobile subscribers

The Q2 2015 Email Benchmark Report features a special section on mobile subscribers that features the results of two analyses of two brands with ongoing SMS (mobile push) and MMS (mobile text) messaging programs. To conduct the analyses, Experian® attributed the brands’ transactions to their mobile campaign data on a subscriber level.

In comparing mobile transaction rates to email benchmark data, Experian found that mobile transaction rates were more than 10 times higher than those for email campaigns. Further, SMS push/broadcast campaigns made up more than 95 percent of the volume, but pull messages provided much stronger transaction results.

Interestingly, the results also showed that dual subscribers (both email and mobile) were 3.9 times more likely to complete transactions than email-only customers.

“While mobile subscriber lists typically are much smaller than email lists, these subscribers form a loyal group of highly engaged customers,” said Kollas. “It is the sophisticated marketer that is able to use this type of information to continue to increase brand loyalty and customer engagement across multiple platforms.”


Benchmarking email volume and mobile gains

The Q2 2015 Email Benchmark Report details overall email marketing trends for the second quarter of 2015 as well as the key performance indicators (KPIs) that shaped the success of email programs over the past two years across six major verticals: business products and services, consumer products and services, media and entertainment, multichannel retailers, publishers, and travel.

According to the analysis, email volume rose by 16.1 percent in Q2 2015 compared to the same period in 2014, yet subscriber response rates remained steady. Consumer products and services and multichannel retailers headed the surge in email volume gains. Two-thirds of the brands in these verticals increased their year-over-year volume in Q2 2015. While publishers and media and entertainment brands had an overall decrease in year-over-year volume in Q2 2015, one-third of brands under those categories actually increased their volume this quarter.

Further, all of the industry verticals increased volume in Q2 compared to Q1 in 2015, except for media and entertainment.

In comparing email opens and clicks by platform, Experian found that 52 percent of total email opens occurred on a mobile phone or tablet during Q2 2015, a slight increase from 51 percent in Q1. In comparing email opens and clicks by device type, Windows accounted for the largest percentage, with the iPhone® receiving the second largest number of clicks. IPhone clicks were particularly strong for media and entertainment and multichannel retailers.

A complimentary download of the full report is available here: http://bit.ly/1K69bT6. 



About Experian Marketing Services

Experian Marketing Services is a leader in data-driven marketing and cloud-based marketing technology. Experian is the only company in the world to offer a comprehensive Marketing Suite that unites customer insights, analytics, data quality and cross-channel marketing technology into a single platform. Backed by the industry’s highest-rated client services team and the world’s largest consumer database, we provide more than 10,000 brands in over 30 countries with unique competitive advantages through marketing services and technology. Our extended legacy in data security, management and consumer privacy has earned the trust of organizations and consumers from around the world for more than three decades. For more information, please visit http://www.experian.com/marketing-services.


About Experian

We are the leading global information services company, providing data and analytical tools to our clients around the world. We help businesses to manage credit risk, prevent fraud, target marketing offers and automate decision making.

We also help people to check their credit report and credit score, and protect against identity theft. In 2015, we were named by Forbes magazine as one of the “World’s Most Innovative Companies.”

We employ approximately 17,000 people in 38 countries and our corporate headquarters are in Dublin, Ireland, with operational headquarters in Nottingham, UK; California, US; and São Paulo, Brazil.

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, 2015, was US$4.8 billion.

To find out more about our company, please visit http://www.experianplc.com or watch our documentary, “Inside Experian.”


Experian and the Experian marks used herein are trademarks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the property of their respective owners.


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Suzanne Blackburn

Experian Marketing Services

1 212 863 4648