eCommerce Benchmark Report Q3 2016: The 5% of Emails That Deliver a Third of Email Revenue

October 21, 2016 Brianne Price

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When it comes to acquiring and retaining customers online, email marketing is the easily accessible tool you can leverage now to create wins over the busy holiday season.

The research in Demac Media’s Q3 2016 eCommerce Benchmark Report shows that behind Organic Search, email marketing is a retailer’s most effective acquisition channel.

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You can find out more on email marketing, and other actionable insights in Demac’s Q3 2016 eCommerce Benchmark Report. Released quarterly, the latest eCommerce Benchmark Report reviews data from over 40 of their customers, to share with the commerce world.

 

Targeted campaigns account for only 5% of emails sent but generate 1/3 of email revenue!

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How can retailers make their emails more effective? Targeting your customer lists is the answer. Demac Media ran a study during Q3 for two of their top-performing retailers across 6 million emails sent and found that targeted campaigns dramatically out-performed “batch and blast” in revenue performance!

Focusing your messaging and sending to a targeted lists of customers will not only increase sales, but help boost your retention. Using your customer’s behavioural data to segment email campaigns will help you send only the most relevant communications and promotions to your shoppers. If you know the timing when a customer is most likely to repurchase or return to your site, you can set up a retention campaign to email them and encourage them to re-engage.

Here’s some more tips for retailer success:

  • Start segmenting with a friendly welcome sequence and cart recovery emails.
    • A welcome campaign’s high open rates make them your best opportunity to incentivize a potential purchase, and add to your incremental revenue. For example: offer an extra % off a customer’s next purchase for signing up with you!
  • Prepared for lists in advance for product seasonality and shopping holidays.
    • Segment your campaigns ahead of time based on past shopping behaviour during key seasons. For example: give your best customers (high average order values) early-access to big seasonal sales.
  • Measure your success, and iterate based on your CRM data to for continued success. If the data shows your segmentation campaign didn’t pan-out, be sure to change it up!

Batch and Blast only on BIG Sale Days

Sending out mass emails to your customers, without any targeting, should only be reserved for days where a blanket promotion applies equally to all customers. Days like Black Friday or “Friends and Family” events are when a big send is an acceptable practice.

Do you want to build profitable relationships with your customers?

For more insights on engagement, conversion, device performance, and acquisition, download your free copy of the eCommerce Benchmark Report for Q3 of 2016 today.

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