Thinking of including unusual discounts in emails? It might be best to keep it simple
These promotions may catch the eyes of subscribers, but return mixed results for mailers. Experian CheetahMail’s Strategic Services Team has proof – included in a recent benchmark analysis. Specific findings include:
- Subject lines with ‘odd’ or uncommon percent discounts (ex: 14%, 53%, 47%) were compared the email performance of traditional discounts (ex: 5%, 10%, 25%, etc)
- Subject lines with traditional discounts reported higher open, click and transaction rates for over 60% of the brands who also deployed odd discount offers.
- Not all of the campaigns with odd discount offers were unsuccessful. The highest performing campaign in this study had open rates over 34 percent, click rates as high as 12 percent and transaction rates over 0.80 percent.
Tempted to try this tactic out? Go for it! But, test first. Testing is necessary before making these a standard part of your email marketing program. How can you test, you ask? Check back next week for my post entitled, ‘Dare to be different? Test first!
Published by Erin Geoghegan at 10:14 am under How It Should Be Done