Dive Brief:
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In Q4 2013, e-mails led to 43% more revenue than e-mails without, or some $0.10 versus $0.07 per e-mail, according to the Q4 2013 E-mail Benchmark Study from Experian Marketing Services.
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The study, which followed 50 brands last October and November, also found that during the past holiday season there was 50% more e-mails with included coupons than last year.
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E-mails with coupons, not surprisingly, are more likely to get opened, have higher click-through, and higher transaction rates. "Welcome" e-mails especially had 250% more transaction rates than those without coupons.
Dive Insight:
It stands to reason that coupons are attractive to consumers, and this past holiday season especially consumers were intent on finding ways to reduce what they spent on what they bought. The findings in this study show that savings for consumers don’t have to be massive to lead to transactions, so retailers have room to tweak offers and tie them to other programs that will help customers stay loyal and come back, even without $10 or $5 (the two most popular) “dollar off” enticements.