How do potential customers respond to emails during the holidays?
Posted: Mon Dec 23, 2024 4:59 am
Experian Marketing Services has just released the results of the first international study on the effects of email campaigns during the holiday season. This study includes the analysis of more than 100,000 email campaigns carried out by more than 1,000 brands, in 10 markets, including Australia, China, France, Hong Kong, India, New Zealand, Singapore, Spain, the United Kingdom and the United States, between October and the end of December 2012.
The aim is to better understand how potential customers respond to commercial messages sent over the Internet and the similarities and differences between Internet users in different regions of the world.
For many businesses, the holiday season represents the largest percentage of revenue. This study provides global brands with insights and information that can help their marketing teams scale and optimize their communications plans for the upcoming holiday season based on the country or region they are targeting.
Miguel Poyatos, Director of Client Management at Experian Marketing account code list malaysia Services, said of the results obtained: "The holiday season is very important and significant for brands, since the success or failure of revenue objectives for the entire year often depends on it. The international study of emails during the holiday period demonstrates the differences and similarities that exist in the behavior and responses of customers in different regions. This knowledge provides us with data and ideas to offer more effective strategies to our clients."
Main findings of the study :
Globally, the most successful communications sent by brands during the holiday season are discount coupons , whether they are a percentage discount on the product or a fixed amount, although the response varies considerably depending on the country.
In Spain , free shipping is not widely offered even during the holiday season. The maturity of this market, especially for e-commerce, as well as consumer requests are growing simultaneously. Using this type of offer can be the key element of a successful campaign.
In China, campaigns offering a percentage discount are widely used, although it is true that these campaigns had a higher rate of message openings than standard mailings, but with a lower percentage of clicks redirecting to the offer.
In New Zealand and France, discount promotions for fixed amounts of money are the most common. However, despite the fact that the vast majority of campaigns offered the money discount in the subject line, these messages had a lower open and click rate than standard campaigns.
The best day to send emails (weekend vs. weekday) depends on the market.
UK consumers respond more frequently at weekends. Expectations that e-commerce can offer them the best deals and the rise of smartphones and mobile devices may be contributing to this increased response rate at weekends, as smartphones allow them to multitask and compare prices online, something they cannot do in-store.
During the holiday season, India and France experienced lower open and click rates on weekends than on weekdays. However, in the United States, the opposite was true, with higher engagement on weekends.
The aim is to better understand how potential customers respond to commercial messages sent over the Internet and the similarities and differences between Internet users in different regions of the world.
For many businesses, the holiday season represents the largest percentage of revenue. This study provides global brands with insights and information that can help their marketing teams scale and optimize their communications plans for the upcoming holiday season based on the country or region they are targeting.
Miguel Poyatos, Director of Client Management at Experian Marketing account code list malaysia Services, said of the results obtained: "The holiday season is very important and significant for brands, since the success or failure of revenue objectives for the entire year often depends on it. The international study of emails during the holiday period demonstrates the differences and similarities that exist in the behavior and responses of customers in different regions. This knowledge provides us with data and ideas to offer more effective strategies to our clients."
Main findings of the study :
Globally, the most successful communications sent by brands during the holiday season are discount coupons , whether they are a percentage discount on the product or a fixed amount, although the response varies considerably depending on the country.
In Spain , free shipping is not widely offered even during the holiday season. The maturity of this market, especially for e-commerce, as well as consumer requests are growing simultaneously. Using this type of offer can be the key element of a successful campaign.
In China, campaigns offering a percentage discount are widely used, although it is true that these campaigns had a higher rate of message openings than standard mailings, but with a lower percentage of clicks redirecting to the offer.
In New Zealand and France, discount promotions for fixed amounts of money are the most common. However, despite the fact that the vast majority of campaigns offered the money discount in the subject line, these messages had a lower open and click rate than standard campaigns.
The best day to send emails (weekend vs. weekday) depends on the market.
UK consumers respond more frequently at weekends. Expectations that e-commerce can offer them the best deals and the rise of smartphones and mobile devices may be contributing to this increased response rate at weekends, as smartphones allow them to multitask and compare prices online, something they cannot do in-store.
During the holiday season, India and France experienced lower open and click rates on weekends than on weekdays. However, in the United States, the opposite was true, with higher engagement on weekends.