During the hustle and bustle of the holiday season, marketers are busy sending out their holiday emails for pre-Black Friday sale notifications, Cyber and Green Monday, and more. It’s a holiday frenzy and each year, we see an increased number of holiday emails being sent. In fact, for the same set of retail clients 2014-2015, we saw in increase in volume of just over 12% from November 8 – December 24 in 2015. We also saw a +0.6% increase in open and click rates across the same retail clients, with open rates increasing from an average of 42.1% in 2014 to 42.3% in 2015. Click rates increased 3.3% from 3.9% in 2014 to 4.0% in 2015. Click to open rates increased from an average of 9.5% in 2014 to 9.8% in 2015, a change of +2.6%. These results show that retailers were successful with their holiday email strategy by sending more emails while also slightly increasing engagement and response rates.It’s a competitive marketplace and brands strive to stand out with the most memorable and engaging email that hits the inbox.
Given that we just passed ‘Back to the Future’ Day on October 21, 2015—the day in Back to the Future 2 that Marty McFly and Doc Brown traveled to—today’s topic is particularly apropos. Much like Marty and Doc traveling from the past, the resurgent focus on customer experience (CX) and personalization, particularly real-time personalization, is, at its core, the combination of traditional marketing best practices of the past with the tools and techniques available to the modern-day marketer.
This post is contributed by Lauren Gentile, Vice President, Creative at Epsilon.