Experian Marketing Services: Email volume increased 5 percent in Q4 2012

   Experian Marketing Services: Email volume increased 5 percent in Q4 2012

2012 Q4 email benchmark report reveals revenue per email increased 30 percent;
mobile usage is increasing speed of email response time

PR Newswire

NEW YORK, March 7, 2013

NEW YORK, March 7, 2013 /PRNewswire/ --Experian Marketing Services, a global
provider of integrated consumer insight, targeting and cross-channel
marketing, reports that overall email volume^(1) increased 5 percent in Q4
2012 versus Q4 2011, according to the Experian Marketing Services 2012 Q4
email benchmark report. The report also found that unique open rates increased
12 percent year over year in Q4 2012.

The revenue per email increased 8 percent in Q4 2012 compared with Q4 2011.
The revenue per email increased from 13 cents to 14 cents year over year. The
revenue per email in Q4 2012 was 30 percent higher than in Q3 2012; it
increased from 11 cents per email to 14 cents.

Other findings include:

  oThe email volume among different industries shows that travel emails
    reported the largest increase with 21.4 percent.
  oTwo-thirds of travel brands increased mailings in Q4 2012.
  oPublishers and consumer products and services had double-digit gains in
    volume in Q4 2012.
  oAll verticals had some gains in volume in Q4 compared with Q3 2012.
    Multichannel retailers and consumer products and services verticals led
    the way with increases of more than 30 percent in Q4 compared with Q3.
  oIn Q4 2012, total and unique open rates were above the Q4 2011 rates,
    while click rates matched those seen in 2011.
  oTransaction rates were the same as Q4 2011, while revenue per mail and
    average order rose by 8 percent and 12 percent, respectively.
  oFifty-five percent of brands had statistically significant increases in
    revenue per email in Q4 2012.
  oRevenue per email increased from 13 cents to 14 cents year over year, an 8
    percent increase.
  oThe revenue per email achieved in Q4 2012, 14 cents, was 30 percent higher
    than the 11 cents seen in Q3 2012.

"Overall email volume increased in Q4 and unique open rates increased for the
third straight quarter, as more than 56 percent of brands had statistically
significant increases in transaction rates for Q4 2012, with Multichannel
retailers seeing the largest increase along with Consumer Products," said
Peter DeNunzio, general manager, Experian Marketing Services CheetahMail. "One
trend for email marketers to watch is the speed of response time among their
customers, especially when it comes to email viewed via mobile devices.
Marketers operate in a time and place where it's more important than ever to
continually optimize their marketing campaigns with some sort of testing
procedures, especially given the amount of data available today."

Speed of response
Looking at data from 2010 to 2012, Experian Marketing Services analyzed  what
percentage of opens and clicks were received at "one day from send" over that
time period and noticed that responses to emails are happening more and more
quickly.  Across this time period, there was a 5 percent to 6 percent increase
in the percentage of both open and clicks received in one day. It is likely
that the immediacy of mobile is driving this trend, as these increases have
occurred at the same time that mobile usage has more than doubled.

When is the best time to email?
Whether it is in search, display, direct mail, email, mobile or social, one
would be hard-pressed to find a marketer today who isn't aware of the concepts
and value of A/B or multivariate testing. Experian Marketing Services analyzed
data on time of day and day of week results for Q4 2012. The research
indicated the "best" time and day to mail varies by industry.

Experian Marketing Services data reveals that Saturday and Sunday had higher
open, click and transaction rates but much lower volume. For weekdays, Monday
had the highest revenue per email, and Friday had the better click rate.
Volume also plays a role in time of day, as 8 p.m. to midnight and midnight to
4 a.m. had higher responses than the more popular 4 a.m. to noon time period.
However, as every brand's customers behave differently, it is most likely the
case that the optimal day of the week and time of day for each brand's email
deployments will show a different pattern of performance. To optimize results,
it is essential that marketers test the best time and day for their individual
brand.

Experian Marketing Services Q4 2012 email benchmark study is available to
download. Read about additional digital-marketing trends in our 2013 Digital
Marketer Report.

About Experian Marketing Services
Experian Marketing Services is a global provider of integrated consumer
insight, targeting and cross-channel marketing. We help organizations from
around the world intelligently interact with today's dynamic, empowered and
hyperconnected customers. By coordinating seamless interactions across all
marketing channels, marketers are able to plan and execute superior brand
experiences that deepen customer loyalty, strengthen brand advocacy and
maximize profits. For more information, please visit
http://www.experian.com/marketingservices.

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,
Brazil.

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.

^(1) Email volume is defined as mail sent from our clients or promotional
email.

Contact:
Matt Tatham
Experian Marketing Services Public Relations
1 212 380 2939
matt.tatham@experian.com

SOURCE Experian Marketing Services

Website: http://www.experianplc.com
 
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