Email open rates continue to rise with business as usual (BAU) emails reporting open rates of 35.6% in Q2 2016, higher than any other quarter in a two-year period (Q2 2014 – Q2 2016), according to Epsilon's Q2 2016 North America Email Trends and Benchmarks results.
Anyone involved in marketing knows that the industry has changed dramatically over the last decade and it’s accelerated even faster in the past five years thanks to digital technology. As consumers interact with brands both offline and online, marketers are struggling to adapt. Why? Because the only way to effectively communicate with customers across media, time and devices in real time is to have a robust customer recognition capability. And findings show that marketers are failing at recognizing customers.
Each year, close to 12% of Americans move, and a household that moves typically spends $9K on goods, services and financial and insurance products. A move triggers new needs for the individual who’s transacting on a home or rental agreement—new appliances, a change in telco provider, a new grocery store, pharmacy, doctor’s office and so on. Marketers need to understand new movers’ lifestyles, attitudes and behaviors to seize these new business opportunities. During this life-changing occasion, movers are receptive to the brands that understand and cater to their specific needs. But marketers must keep in mind that not all consumers are making purchases before the move happens. Over half of major move-related purchases are made in the two months after moving. It’s important to understand the preferences of new movers and communicate to them based on these preferences to drive engagement.