30 Aug '16, 9am

Luxury email unique opens, click-throughs down in Q2

Luxury email unique opens, click-throughs down in Q2

Despite sending more emails this past quarter than for the same period in 2015, open rates and transactions barely moved. According to Experian’s Quarterly Email Benchmark Report, the 17 percent higher volume of messages resulted in a 7 percent bump in total clicks, with the effort put out not living up in response. Experian’s report lays out best practices to boost email engagement through personalization, targeting and creativity. "Part of the reason why we are seeing a decline in open and click-through rates is because of the sheer volume of emails being sent," said Spencer Kollas, vice president of global deliverability for Experian Marketing Services. "As email volume increases, it’s only natural to see engagement rates decline slightly. "That said, marketers should consider personalizing messages to their customers, as well as developing eye-catching creative," he sa...

Full article: https://www.luxurydaily.com/luxury-email-unique-opens-cli...

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