Experian Marketing Services reports 50 percent of email opened on mobile devices

   Experian Marketing Services reports 50 percent of email opened on mobile

The iPad® is the most popular device used for mobile transactions from email;
Q2 2013 email benchmark report shows overall email volume increased nearly 18

PR Newswire

NEW YORK, Sept. 5, 2013

NEW YORK, Sept. 5, 2013 /PRNewswire/ -- Overall email volume[1] increased 17.9
percent in Q2 2013 versus Q2 2012, according to the Q3 2013 email benchmark
report by Experian Marketing Services, a global provider of integrated
consumer insight, targeting and cross channel marketing. The report also found
that unique open rates increased 7.2 percent year-over-year in Q2 2013.

Analyzing the email volume among different industries shows that although
overall transaction rates declined in Q2 2013, 48 percent of brands had
statistically significant increases in transaction rates this quarter compared
to Q2 2012. Average order values rose both year-over-year and
quarter-to-quarter for Q2 2013. Other findings include:

  oCatalogers had the highest gain in volume as 90 percent of brands
    increased mailings in Q2 2013.
  oTwo-thirds of Consumer Products and Services and three-quarters of
    Multi-Channel Retail brands also had year-over-year increases in volume.

"With half of all emails opened on mobile devices in Q2 2013, we noticed that
people who open email on more than one device, two or more times, have a
greater propensity to buy or buy more," said Peter DeNunzio, general manager
for cross-channel marketing at Experian Marketing Services. "Insight like this
helps marketers plan the timing of their email marketing, and its best to
include reminders to customers to engage them when they are less busy and are
more inclined to purchase. As such, it is important for marketers to leverage
platform preferences and engagement metrics to identify key subscribers for
future targeted offers."

Mobile interactions
As smartphone and tablet usage continues to proliferate, we are now seeing
many campaigns with the majority of opens occurring on mobile devices.
Therefore, understanding the impact of mobile on email marketing campaigns is
a necessity. Experian Marketing Services conducted a study that included
results from five million openers, in response to 29 campaigns, sent from
seven brands in the past 12 months. Findings include:

  oLooking at the average percent of unique opens per platform, we found that
    50 percent of unique opens occurred on a mobile device, while desktop-only
    and webmail-only each received 23 percent.
  oMobile-only also received the highest percentage of unique clicks, but
    that percentage dropped to 40 percent, compared to the 50 percent we saw
    with unique opens.

Mobile transactions
While transactions from email are still most likely to occur on webmail or
desktop platforms, the study also identified how popular mobile devices
performed for  various metrics. The iPhone® was by far the most commonly used
mobile device for opens and  clicks, but the iPad® was used more for
transactions. The larger screen of the iPad® may be  driving this choice of
device, much like the desktop and webmail preferences we saw for overall 
purchases. Android phones were third for opens and transactions, but second
for clicks.

  oThe strength of the other platforms outside of mobile becomes most obvious
    when looking at transaction behavior. Webmail was first, with 48 percent
    of all transactions, while desktop received the second largest percentage
    at 25 percent of transactions. Webmail was the leading platform for
    transactions on more than 80 percent of the campaigns.
  oCustomers appear to be opening on mobile, but are more comfortable making
    their transactions on the larger screens of other platforms.
  oThe iPad® is the most popular device used for mobile transactions from

While only a small percentage of email opens occurred in the mobile-combo and
other categories, these two platform types had the most highly engaged and
profitable subscribers. This demonstrates the higher interest and likelihood
of customers choosing to open the email on more than one platform. In addition
to having the highest click-to-open rates, the mobile-combo and other
categories had higher revenues per opener than any of the single platform

  oWhile mobile-only had the lowest click-to-open rates and revenue per
    unique opener of any of the single platform categories, it is important to
    remember that this group had the highest number of openers, and therefore,
    even at these lower percentages, contributed a sizeable amount of overall
  oMobile-only provided 13 percent of total revenue, compared to just 2
    percent from the other category.

Optimize across platforms
As we have seen, the impact of mobile on email is complex and variable.
Therefore, it is important for marketers to optimize campaigns across multiple

  oAnalyze the platform and device preferences of subscribers on a regular
    basis to identify trends and monitor changes.
  oIt is important for marketers to optimize campaign design across multiple
    platforms and understand the viewing preferences of subscribers to
    maximize email response.
  oMarketers should ensure that email creative is designed for mobile. Case
    studies of brands testing responsive design have shown increases of up to
    63 percent in click rates and 18 percent in transaction rates when using
    responsive design.

Trend to watch: Gmail delivery
Gmail has an optional new inbox with organizational categories, and to
maximize results from Gmail subscribers we recommend the following:

  oDynamically populate a banner or pre-header text for Gmail subscribers
    asking them to click on the priority inbox icon or to 'star' their emails.
  oSend a dedicated message to Gmail subscribers with instructions on how to
    continue to receive your emails in their primary inbox.
  oMonitor response rates and see if there are any downward trends with Gmail

Experian Marketing Services looked at a random selection of 12 brands with
mailings in May 2013 (before the Gmail changes) and July 2013 (after the Gmail
changes), and compared open and click rates for Gmail and all other domains.
We did not see any systematic decline for Gmail rates as 8 of the 12 brands
had higher open rates for Gmail subscribers in July than in May, and 7 had
higher click rates in July as well. We continue to monitor user behavior and
evaluate any longer term trends.

The full Experian Marketing Services Q2 2013 email benchmark report is
available to download.

About Experian Marketing Services
Experian Marketing Services is a global provider of integrated consumer
insight and targeting, data quality and cross-channel marketing. We help
organizations 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 March 31,
2013 was US$4.7 billion. Experian employs approximately 17,000 people in 40
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.

[1] Email volume is defined as mail sent from our clients or promotional email

Matt Tatham
Experian Marketing Services Public Relations
1 212 380 2939

SOURCE Experian Marketing Services

Website: http://www.experianplc.com
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