The analysis examined email marketing campaigns that had business rules in place for trigger emails. For example, it looked at the business rules for email communications to consumers who abandoned multiple online shopping carts in a short period of time. These campaigns often had suppression rules of 24 hours, two weeks or 30 days. Findings showed that the shorter, 24-hour suppression period proved more successful, as marketers were allowed to send more than one abandoned-cart email to the same email address. In fact, 10 percent of the recipients analyzed received more than one abandoned-cart email and generated 18 percent of the total transactions for these campaigns.
Email benchmarking trends
The Q3 2016 Email Benchmark Report also examined year-over-year and quarter-over-quarter email marketing trends. The analysis found that total click rates have declined year-over-year for the past four quarters, while the percentage of clicks generated on mobile phones has increased during the same time period.
"As mobile usage continues to grow, brands need to prepare for the potential of declining overall click rates for the foreseeable future," continued Kollas. "With this in mind, marketers can better position themselves for success on the mobile platform by ensuring their call-to-action buttons are clearly visible and easy to use."
- Fifty-six percent of total email opens occurred on mobile phones or tablets in Q3 2016, a 4 percent increase from a year ago.
- While email volume increased 19.8 percent year-over-year in Q3 2016, transaction rates, revenue per email and average order value all remained relatively steady during the same time period.
- Declines in revenue per email and average order value were driven by lower average order values for luxury brands ($539 in Q2 2016 compared with $472 in Q3 2016).
- Seventy-three percent of consumer products and services and 76 percent of multichannel retail brands had year-over-year gains in email volume in Q3 2016.
For a complimentary download of the full report, click here.
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 2016, for the third year running, we were named one of the "World's Most Innovative Companies" by Forbes magazine.
We employ approximately 17,000 people in 37 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, 2016, was US$4.6 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.
Experian Marketing Services
1 714 830 7561
Logo - http://photos.prnewswire.com/prnh/20140226/MM73173LOGO-c
To view the original version on PR Newswire, visit:http://www.prnewswire.com/news-releases/timing-is-everything-for-successful-abandoned-cart-email-campaigns-300374168.html