Experian Marketing Services releases study on email acquisition and engagement tactics

Experian Marketing Services releases study on email acquisition and engagement

Email marketers advancing new methods to acquire subscribers and create more
engaging content

PR Newswire

NEW YORK, Jan. 14, 2013

NEW YORK, Jan. 14, 2013 /PRNewswire/ -- Email marketing continues to be the
hub and driving force in cross-channel integration as consumers are becoming
more vocal and more demanding with what they expect from their favorite
brands. Today, Experian Marketing Services released findings from its email
market survey that addresses acquisition and engagement tactics email
marketers use in tackling these challenges head-on.

Email strategies often act as connectors to Website, mobile, social and
in-store channels. To provide deeper industry insight and help marketers
better understand how leading brands are using specific email marketing
tactics, Experian Marketing Services surveyed email marketers across eight
verticals about their email-marketing initiatives, including their strategies
for subscriber acquisition, mobile and social marketing, testing and creative

"We are seeing more email marketers testing new engagement strategies to
expand their reach into other marketing channels," said Peter DeNunzio,
general manager at Experian Marketing Services' CheetahMail. "Insights from
this market study not only confirm that email is still a very strong
performer, but it is also a spearhead in the progression towards true
cross-channel optimization."

Fifty-three percent of respondents represent multichannel retailers —
companies that have both brick-and-mortar stores and ecommerce sites. These
survey results provide benchmarks on which marketers can gauge their own
programs, or use as a factor when deciding to implement new tactics.

Key insights in this study include:

  o44 percent of total opens occur on mobile devices
  o52 percent of marketers have used animated gifs in their email campaigns
  oMarketers are seeing strong survey completion rates, regardless of offer
  oEmail is still a strong performer as a generator of both Website traffic
    and revenue
  oEmail marketers are testing subject lines and creative more than any other
  o78 percent of brands use sales associates to collect email addresses

Download the study here and receive deeper insight on strategies marketers are
using for subscriber acquisition and engagement.

About Experian Marketing Services
Experian Marketing Services is a global provider of integrated consumer
insight, targeting and interactive marketing. We help brands from around the
world intelligently interact with today's dynamic, empowered and
hyper-connected consumers. By coordinating seamless interactions across all
marketing channels, we enable marketers to plan and execute superior brand
experiences that deepen customer loyalty, strengthen brand advocacy and
maximize profits. We call it Marketing Forward.

For more information, please visit http://www.experian.com/marketingservices.
For more information about CheetahMail, please visit

About Experian
Experian is the leading global information services company, providing data
and analytical tools to clients around the world. The Group helps businesses
to manage credit risk, prevent fraud, target marketing offers and automate
decision making. Experian also helps individuals to check their credit report
and credit score, and protect against identity theft.

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 31 March
2012 was US$4.5 billion. Experian employs approximately 17,000 people in 44
countries and has its corporate headquarters in Dublin, Ireland, with
operational headquarters in Nottingham, UK; California, US; and Sao Paulo,

For more information, visit http://www.experianplc.com.

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

Matt Tatham
Experian Public Relations
1 212 380 2939

SOURCE Experian

Website: http://www.experian.com
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