Survey: Holiday Email Volume Increased, So Did Sales

Mobile ShoppingNew YorkDid you feel like your email in-box was filling up faster than ever over the holidays? Did retailers seem like they really wanted to get your attention?

Well, they did. According to Experian Marketing Services, a provider of integrated consumer insight and targeting, data quality and cross-channel marketing, the volume of emails sent by marketers increased nearly 13% during the 2013 holiday season compared with the 2012 holiday season, which also saw record highs in volume.

While email click-through rates and transaction metrics actually decreased year over year, the increase in email volume led to a 9% rise in the number of total transactions from email marketing campaigns and an 18.4% increase in overall revenue. Furthermore, email volume within the last 10 days of the holiday season increased 35.8% over 2012.

“Marketers have become more sophisticated in their email marketing strategies, and we’re seeing that reflected in the data,” said Peter DeNunzio, general manager, cross-channel marketing, Experian Marketing Services. “Traditionally, as email volume increases, performance decreases, but in the 2013 holiday season we saw the opposite. An increase in total transactions and revenue tells us that leading marketers have found their stride, sending more relevant emails to each customer based on his or her unique needs.”

Industry

Email volume in 2013 season, Sept. 29–Dec. 31

Email volume in last 10 days,

Dec. 22–31

All industry

12.8%

35.8%

Business products and services

-11.8%

-4.3%

Cataloguers

36.5%

26.6%

Consumer products and services

8.5%

39.2%

Media and entertainment

9.8%

40.9%

Multichannel retailers

9.3%

33.5%

Publishers

16.4%

38.5%

Travel

2.8%

-6.3%


Top days for Email Transactions

According to the Experian Marketing Services analysis, two of the top 10 transaction days of the 2013 holiday season occurred during the first half of November. In 2012, the earliest top 10 transaction day was the day before Thanksgiving. In 2013, Nov. 8 and Nov. 15 made it into the top 10 (seventh and fifth, respectively). Meanwhile, eight out of the 10 days were Fridays. “With Thanksgiving late again in 2014, the key lesson for marketers is that there is an opportunity to win early in the season and before the weekend,” said DeNunzio.

Top 10 transaction days — 2013 holiday season

Date

Event

Day

Transaction rank

Volume rank

12/02/13

Cyber Monday

Monday

1

1

11/29/13

Black Friday

Friday

2

2

11/28/13

Thanksgiving

Thursday

3

3

12/01/13

Sunday after Black Friday

Sunday

4

9

11/15/13

Nov. 15

Friday

5

19

11/27/13

Day before Thanksgiving

Wednesday

6

10

11/08/13

Nov. 8

Friday

7

35

12/13/13

Twelve days until Christmas

Friday

8

5

12/03/13

Day after Cyber Monday

Tuesday

9

14

12/18/13

Seven days until Christmas

Wednesday

10

7

Two-thirds Opened on Mobile

The percentage of total emails opened on mobile devices increased in 2013 for most industries. Multichannel retailers had the highest percentage of mobile opens this holiday season at 65% and were the only industry to receive more than half of their clicks on mobile as well.

The email volume and performance metrics are based on Experian Marketing Services’ analysis of 385 current brands that also mailed during the 2012 holiday season. All data is viewed at three days from sent.

http://www.experian.com/marketingservices.

 

 

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